On the surface, the 2021 Best Global Brands report suggests that market dynamics are returning to a semblance of normality. In contrast to last year, the vast majority have recognised growth, and the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020. It now seems that a return to normal is possible, yet wasn’t normal the problem?

In last year’s Best Global Brands report, I noted that businesses that are not serving their citizens are ultimately managing their own decline. In this years’ report, we take this thinking further as Interbrand’s Global Chief Strategy Officer, Manfredi Ricca, demonstrates in compelling detail how the best global brands must move beyond being engines of consumption to become catalysts of possibility.

Inspired by the data from this year’s study, he writes of brands as “Acts of Leadership.” What this means is that the most inspiring brands are extending their leadership role beyond their direct product category to confront the biggest challenges we face. Tesla, the biggest riser in the Best Global Brands report this year, is driving us towards a low- carbon future and is a leader in its category. The work of PayPal and Salesforce in addressing issues such as economic equality and reproductive rights are further examples of how the best brands are providing systemic solutions to systemic problems. The most inspiring brands are reshaping themselves as true platforms of the possible.

However, we must do more. In 2021, the momentous challenges we all face become more urgent by the day. We are at a global inflection point for economies, societies, governments, environments, and people. At the intersection of all these problems is the climate crisis – an existential threat that will disproportionately affect the most vulnerable populations. If we settle back into pre-pandemic trends of unrestricted, unsustainable growth, the climate crisis will have unimaginable effects on us all.

This much we know. The radical question for brands – including Interbrand – is, what can we do?

Over the past 12 months, my human truths team has been working with a community of 500 consumers and citizens from around the world to understand their perspective on climate change. Consumers are confused, they hear technical language, are exposed to unclear messaging, few benefits and contradictory calls to action. Their insight is important and concerning – consumer confusion leads to inaction.

Just this month, Jeff Beer wrote in Fast Company Magazine: “When it comes to the climate crisis, Americans have been regularly served … warnings about rising temperatures, sea levels, melting ice caps, and the impending societal fall-out of it all. And yet it still hasn’t been enough to convince people to act like this is a crisis… That disconnect illustrates a distinct failure to communicate the severity of the climate crisis in a way that sparks the required public response…. We need a simple, powerful climate crisis message to mobilize the masses.” Our human behaviour data suggests the same: 80% of consumers want to create change – but they don’t know how. “We need a simple, powerful message to mobilize the masses…”

What we know is that no one company, or brand or government can do this alone. The world needs people, organisations and experts working together, around the globe, to make a greater difference. To act together and to create change on a global scale. And, as Manfredi notes, nothing is capable of inspiring behavioural change and collaboration like great brands. S

So, I invite the community of Best Global Brands to join Interbrand and the United Nations Development Program in our own Act of Brand Leadership. A united and global Iconic Move to re-brand climate change.

We look forward to working with you as we move into this exciting new space.