Social Impact Initiative

2020 Trends

TREND 1: Transparency is so in

Openness is not just a must-have; it is expected by every stakeholder. Every aspect of transparency, from being your true self at work to openly reporting progress against your impact goals, is expected of the new corporate citizen.

TREND 2: Making time to do good: an everyday expectation

The workforce in 2020 will be redefining what workplace volunteerism looks like. Companies such as Salesforce and Johnson & Johnson are already committed to seven paid volunteer days off per year for each employee.

TREND 3: Leaders who inspire = brands that inspire

CEOs have taken a stand on polarizing issues more often in the last five years than at any other time in history. “Purpose” is about defining a company’s position on issues such as climate change, immigration, LGBTQ rights, workforce diversity and gender parity.

TREND 4: Purpose is profit

Purpose often seems counterintuitive to profit, but in reality, it’s the key. Strong brands that choose the path of collective good find they outperform in shareholder value.