The Rise of
the Change Makers
the Change Makers
From Purpose to Progress
Meaningful Brands™
2024 Global report
Meaningful Brands™
2024 Global report
Fact highlight
70%
of people feel the world is going in the wrong direction globally
Yet,
69% say they won’t let the tough times keep them down
2024
Latest
report
About
Introducing “The Rise of the Change Makers – From Purpose to Progress”
2024 feels like living in a state of constant change and perma-crisis. Yet we see people embracing change with resilience and optimism, taking control of their lives, and driving progress.
While “purpose” has been a common focus in recent years, the spotlight is now on “progress.” Today, it’s no longer about making promises—it’s about taking action.
We call this the new Era of Agency. A move from passive behaviours to active, from disenfranchised to empowered, and amid ongoing disruption, it’s about adaptability. This creates a new role for brands too, where empathy, accountability, and impact become critical levers to unlock success.
Facts
63%
feel it is difficult to plan for the future when the world is so uncertain
Yet, we see people display a strong current of resilience and determination:
69% won’t let tough times keep them down
69% won’t let tough times keep them down
Facts
56%
feel more in control of their lives today than a year ago
A strong sense of personal agency emerges, with people changing their behaviors:
63% are trying to be environmentally responsible
69% are focused on being physically and mentally healthy
63% are trying to be environmentally responsible
69% are focused on being physically and mentally healthy
Facts
60%
say,
technology is creating new exciting possibilities for us as a society
Yet,
67% remain concerned about the lack of personal privacy in the digital age
Facts
64%
say,
brands should use their power to influence or affect change
Change makers are unwilling to compromise:
46% have stopped buying from brands that do not respect the planet or society
46% have stopped buying from brands that do not respect the planet or society
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