Brand Citizenship 2.0



Actionable change based on award-winning research: Brand Citizenship 2.0 provides a blueprint for success through enhancing trust and amplifying impact.


“In our new world of and/also, business must evolve to be a partner advocating for the things customers, employees and other stakeholders care about. Thereby creating mutual benefit and exponential growth for everyone.” 


brand \ˈbrand \ noun – the human face of a business or product
with which we form a relationship

citizenship \ˈsi-tə-zən-ˌship \ noun – the qualities that a person is expected
to have as an active participant in society
and responsible member of a community


Brand Citizenship® provides a roadmap for credibly connecting with purpose and navigating the increasingly complex social context for business. It unites historically siloed departments, increasing return on investment, impact and, thereby, effectiveness of sustainability initiatives, DEI efforts, brand activism and other “doing good” programs.


The original 5-step ME-to-We continuum emerged unsolicited from the grassroots up, through research with more than 6000 people. Beginning in 2011, people expressed the belief that companies were better equipped than governments to address and solve problems – from their personal ordinary needs of daily living to the big issues of our age.

With the global pandemic and calls for equity and social justice, the Brand Citizenship model has evolved to be circular. Today, Responsibility, Community and Contribution are essential factors for cultivating Trust and Enrichment among customers, employees, investors and other stakeholders. Brand Citizenship 2.0 embraces the notion that individuals (ME) benefit when business is a steward for society and the planet (WE) alongside profit.

Brand Citizenship 2.0

Learn more about the story of Brand Citizenship and how the model came into view here.