The prospect of solving global social and environmental challenges appears more attainable as brands set aside their competitive differences and instead band together on large-scale planet-saving missions.
Consumer expectations are aligned with this collaborative shift. According to a survey run by Wunderman Thompson Data in February 2021 (conducted for our recent report, “Regeneration Rising: Sustainability Futures“), in the wake of COVID-19, 86% of global consumers believe we all need to collaborate to solve world problems and 89% agree that companies, countries and individuals should all work together to tackle sustainability issues. Earlier data, collected in October 2020 for our report “Generation Z: Building a Better Normal,” found that 82% of American gen Zers believe that brands should set aside their differences and work together for the greater good.