Surprising Evolution of Top Brands

From promotors of sustainability to the highest class to promotors of excessive consumerism to the middle and lower class

As a public speaker, I discuss sustainability, ESG, values, goals, and trade-offs. After years of greenwashing with complex ecological theories, most people find it hard to grasp the simplicity of sustainability.

Here is a switch in managing top brands that has been going on for over a quorter of a century, but leaves boomers and generation x confused as they are not able to comprehend the change that has become obvious in the last couple of years.

Top 5 changes

Nr1 Top brands used to stand for quality, today they stand for prestige.

If I'm not rich enough to buy cheap was the moto before, now the moto is I can not afford not to have one.

Nr2 Top brands used to stand for over-engineering and timeless design, today they stand for fashion and contemporary design.

Top brands used to use proprietary technology in their own facilities in the country of origin that ensured distinctive often superior quality, now they often outsource their production.

Nr3 Top brands used to target the wealthy, today they target the middle and lower class.

If in the past most luxury items were paid in cash today most luxury items are financed.

Nr4 Top brands used to stand for longevity, today they promote excessive consumerism.

If in the past, the idea was to purchase one item that would last a very long time, today's idea is to purchase many - if ladies get seen in the same dress twice the whole hell gets lost on social media.

Nr5 Top brands used to stand for rational purchasing decision quality, today they stand for irrational shopping spree.

If purchasing an item from one of the top brands was a planned conscious decision in the past, today most purchases are spur of the moment.

Today sustainability and top brands are often not connected. So if you would like to be sustainable in your life and business look beyond ESG and PR and choose brands that stand for sustainability - check their actions, not their promotional materials.

#esg #sustainability #brand #branding