Aspiration vs. Advocacy: Defining Brands’ Path to the Good Life with partners from lululemon

The relationship between business and society is experiencing a profound and rapid change. Trust has never been lower. Expectations have never been higher. And, like never before, consumers are calling out brands for their values. It seems there’s no middle ground and there’s no place to hide. Indeed, in 2017, brands are being challenged to take a stand, raise their voice and leverage their power to define and design what The Good Life actually means for America and the world. So, how should brands define their role in society and navigate these dynamics to drive trust, engagement and impact? In this workshop, BBMG will use its global consumer research and segmentation to lead an interactive workshop with partners from lululemon that explores two scenarios for winning in this new reality.