In a time of economic uncertainty, brands are trying to increase their cultural and civic clout. This report discusses the drivers behind the shift towards Civic Brands, and brings together recent case studies and statistics.

As young people in China speak out against social and environmental issues, Coke has stepped in with charitable water brand ‘Chun Yue’, targeting socially conscious Millennials. But is this just a CSR project, or has Coke found a new niche for bottled water in China?

Companies are beginning to look at ways of encouraging consumers to respond with gestures as well as words, as the rise of gestural marketing sees brands seeking new ways of showing that they understand the needs of their audience.

A surprising range of brands, both large and small, are addressing how they connect with and provide for customers and communities in more socially meaningful ways. This is changing notions around the role that brands occupy in society.