Why BRAVE? Why now?

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I believe that brave people, making brave decisions can change the world. 

That is why I started BRAVE. And why I believe, even during a pandemic it is the right thing to do.

Purpose and the question of associated profit has been the discussion up until recently : implying that businesses will only engage in purpose if there is a direct correlation to profit. I have long questioned whether that needs to be the case. The landscape has changed significantly since December 2019. Covid-19 has elevated the topic of environmental issues, both that future pandemics are more likely to take place should we not accelerate planet-saving protocols, but on the brighter side, seeing that if the motivation is right we can achieve massive CO2 reduction in a short time and excess can be trimmed in ways previously thought difficult. It has put intense pressure on the economy but equally laying the way open for reimagined ways of engaging in business and being environmentally respectful at the same time. Not to mention the mental health benefits for employees with increased flexibility in commuting, travel and working from home. 

Sustainability is one of the three pillars of BRAVE’s business model, of course it exists across everything but there is so much to consider in sustainability efforts that I wanted to dedicate one pillar to this. Often the word conjures up only environmental opportunities but social impact is the other side of the challenged coin, and inextricably connected to its environmental sister. The Black Lives Matter movement has created the urgency for social change in the same way COVID-19 has done so for the environment (although COVID-19 has also highlighted the massive risk for lower socio-economic communities and the intense risk they face both now and even when a vaccine is sourced). With the urgency of the BLM movement comes the reality that many businesses need to look within, create more impactful diversity programs within their businesses, have succession plans that take this diversity into consideration and then outwardly contribute to social impact that connects with the value of the business or brand.

That is where the Strategy comes in, which is the first pillar of BRAVE. The initiating step in identifying your business purpose and how you want to contribute to true systemic change is by starting with your business DNA and strategy. Identifying your core proposition and how you can craft this into positive change in your communities in ways that matter to your consumers. This is essential now. It is part of future-proofing your business. The Edelman Trust Barometer from 2020 (link below) so far shows that 81% of consumers say they must be able to trust a brand to do what is right and for the first time ever, trust has surpassed price. In order to ensure what you focus on is 'right', connect with experts in the field, ask advice, don’t develop these propositions or impact strategies in echo chambers, because as much as I believe in bravery, I also believe in fierce collaboration. This does not need to be a long-winded painful process, you just need to have the right brains in the room with the requisite level of commitment to change.

Storytelling is the final gem in the BRAVE trilogy. This is how you connect your internal and external audience to the impact you are committed to. It requires clarity, commitment and creativity. And sensitivity. We have seen a sliding scale of amazing to eye-rolling behaviours since COVID-19 kicked in and the BLM movement accelerated. Authentically communicating at times like this requires depth of message, which is not something you can brainstorm in an afternoon. You can say you don’t know what to do but are figuring it out, but few want to be that vulnerable. I find that a powerful and humble stance to take when you realise you are not where you need to be. That said ‘ if you stay ready, you ain’t gotta get ready’ (Will Smith). The topics we are facing most in 2020 are not new, COVID-19 may be, but the environmental issues, the economic insecurity of so many communities, the inequality in health care services globally etc, these are not new. Racism is not new. 

So although the state of our planet and societies can feel dire, it also shows the immense opportunity we have to positively contribute both personally and professionally. And this next chapter will separate the committed from the flippant, and the doers from the talkers.

The future is changing, the present is our moment to make BRAVE change. 

Let's be BRAVE together!

Reference report : https://www.edelman.com/sites/g/files/aatuss191/files/202003/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf

June 27 2020