Investment is the Real Flex
For years, brands have been obsessed with inspiration—splashy campaigns that uplift, storytelling that sparks emotion, and high-production anthems reminding consumers to “dream big.” But here’s the thing: inspiration doesn’t pay the bills.
Consumers, especially Gen Z and Millennials, demand something more tangible: investment. A 2024 study by Edelman found that 71% of consumers expect brands to provide direct economic support to the communities they engage with. Simply put, if your message is about change, your budget better reflect it.
The Era of Performative Branding Is Dead
It’s not enough to champion “empowerment” while quietly funneling profits into shareholder pockets. Today’s consumers have receipts—literally. They track where dollars go, who gets hired, and whether corporate pledges ever translate into real action. In the age of financial transparency and digital activism, brands that fail to back their messaging with meaningful investments risk becoming nothing more than noise.
Case in point: In the wake of the 2020 racial justice movements, brands pledged over $50 billion toward equity initiatives. By 2023, less than 10% of that money had been deployed. Consumers noticed, and they remembered.
Investment Over Inspiration: What It Looks Like
Community Capital, Not Just Content
Brands must shift from “raising awareness” to raising capital for the communities they claim to serve. Whether that means funding minority-owned businesses, offering micro-grants, or investing in workforce development programs, the expectation is clear: show us the money.
Grassroots Over Grandstanding
Authenticity is measured in relationships, not reach. Collaborating with grassroots organizations—groups already embedded in communities—is the smartest way forward. These partnerships ensure that resources go where needed, not just where they look good in a press release.
Economic Empowerment as a Business Model
The brands that will win bake economic empowerment into their core strategy. This means rethinking supply chains, hiring practices, and long-term sustainability efforts. If your brand isn’t creating opportunities, it’s just creating noise.
The Bottom Line
Consumers no longer buy into just a brand’s story—they buy into its impact. If your company’s empowerment messaging isn’t backed by direct economic investment, it’s time to reassess your strategy. Because in this new landscape, inspiration is cheap. Investment is the real flex.