The Foundation of an Attractive Brand is a Positive Culture

  • January 7, 2021

As a society, we are in the midst of the transition to 21st century post-capitalism. It is not yet clear what this will mean exactly, which is why many organisations are struggling to let go of the business principles of yesteryear.

The last century brought much prosperity to the Western world, but the overexploitation of our natural habitat and the exploitation of labour for the benefit of capital has taken on such forms that many, on the left and right of the political spectrum, see that it must be different.

The need for a reset is not enough to get people moving en masse. The COVID-19 pandemic and quarantine measures of 2020 will accelerate the awareness that issues such as social connection, health, and equal opportunities and possibilities for all must form the basis of a fair, clean and thriving society. Moreover, we are on the verge of the consequences of what is probably the greatest crisis: that of the climate and the consequences of global warming. All this disturbing chaos prompts us to rethink the relevance of organisations and the value they create for people.

This challenging period stimulates a broad reflection on the need for such a new economic system. To bring about such a transformation, we must go back to the basis of our existence: our humanity.



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