Iulian Circo on Social Impact, the Changemaker Generation, and Verifying Wellness Initiatives

” I actually feel that most companies that stay close to consumers are actively working to bring purpose into their brands. This may be a differentiator now, but with the changemaker generation coming of age, they realize that without purpose they will simply slide into irrelevance. In this context, however, it is pretty hard to differentiate between real change and impact narratives. Without taking anything away from Patagonia – which remains an awesome, awesome company – it is relatively easy to bring impact at the fore-front of products that are premium, and that address educated, high-income market segments. It is a completely different story to do that in cut-throat, price-sensitive categories such as mass retail or FMCG. This is why I am personally very excited to see impact reflected at the level of mass-focused, low margin businesses. Often done quietly. I love it when I go into big retailers and notice that even the private labels signal purpose and virtue (locally sourced, organic, fair trade etc.). This is both a sign and an enabler of the mass-going revolution we all need. Patagonia and the likes have showed the way, now we need the Walmarts and the Costcos to follow.”