Brand Citizenship aligns purpose and profit through fostering meaningful engagement with customers, employees and other stakeholders.
More and more, employees and customers are looking to brands to advocate
on their behalf, for things that matter most to them. Three years of research
with more than 6000 people demonstrated people want brands to pull them
across a five-step Me-to-We continuum of Brand Citizenship.
Brand Citizenship® is a new model that breaks through functional organizational boundaries and business as usual. It helps companies provide solutions to customers and employees personal ME problems, needs, and dreams, and to their generalized WE worries about the economy, the problems in the world, and the planet.