Luxury brands and the power to turn the world into a better place

The democratization of social media, allowing for a much faster and more open dialogue between clients and companies, coupled with the growing role of the younger generation in the consumption of luxury goods and services, has been promoting real changes in the strategies of some of the most important brands of the world.

If in earlier times customers only used the products of a particular brand, today consumers experience the brand in all its variables and, in exchange, they increase their demands on issues that directly or indirectly impact the world and society.

A recently released survey produced by Edelman has heard more than 33,000 people in 27 countries around the globe, including Brazil. One of the most important findings of the study is that consumers believe that their company managers and trusted brands can truly make the world a better place.

According to the data, more than half of all respondents believe that it is the responsibility of the directors and presidents of the organizations to invest in alternatives that allow for equal remuneration among all and combat prejudice and its manifestations.

Many luxury brands have already become global references in adopting measures to make interpersonal relationships more assertive and democratic. In this regard, brands such as Gucci, Cartier and Tiffany & Co. have been gaining prominence in proposing ideas and actions aimed at breaking paradigms for a more positive future for all.

In a time when world culture is strongly influenced by film heroes, brands and brands, at least in the eyes of their consumers, also have the important duty to strive for a better world.

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