The human face of a business or product,
built on trust and connection,
with which people form a relationship
that secures preference and loyalty.
citizenship ˈsi-tə-zən-ˌship noun
The qualities expected of an active participant in society
and a responsible member of a community,
fostering belonging and shared purpose.
Brand Citizenship: From Purpose to Impact
An organic, grassroots evolution connecting brands with purpose and amplifying meaningful impact.
Brand Citizenship emerged organically—a grassroots evolution rooted in research with over 6,000 people. What began as an exploration of cultural insights became a model for connecting brands with purpose and building meaningful relationships with stakeholders. A model that continues to evolve alongside the Zeitgeist.
Bridging the gap between purpose and profit, Brand Citizenship offers a proven roadmap for brands to build trust, foster connection and address personal needs and societal challenges simultaneously.
Grounded in the Me-to-We continuum, Brand Citizenship empowers brands to meet people where they are, guiding them from individual needs to collective progress—creating wholeness, belonging, and integrity along the way.
Explore Brand Citizenship
- The Origins of Brand Citizenship: How research, insights and the Zeitgeist shaped the model.
- Brand Citizenship 2.0: Evolving with the world—circularity, systems thinking and broader societal applications.
- Brand Citizenship & Purpose: Read an excerpt from Anne’s book, Do Good.
- The Evolving Me-to-We Continuum: Integrity, belonging, and the dance of wholeness.