As the global pandemic and calls for equity and social justice progressed, the true power of the Me-to-We continuum was illuminated, answering questions I’d held since the beginning. As businesses navigated uncertainty, it became clear that trust, responsibility, enrichment, community, and contribution are not linear steps—they form a dynamic, interdependent cycle.

Brand Citizenship evolved into a circular framework during this time, offering brands a way to address complexity with coherence, sustainability, and integrity. This shift reinforced the importance of purpose as an organizing principle and highlighted the need for businesses to create value across all stakeholder groups.

Learn how the the Me-to-We continuum was built from the grassroots up.

Read an excerpt from my book Do Good on Brand Citizenship and purpose.