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First Coined In 2015 Branded Benevolence trend icon

Branded Benevolence

Companies increasingly put purpose at the center of their businesses to show a deeper commitment to doing good that goes beyond donating money or getting positive PR.

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The 2015 Non-Obvious Trend Report, where Branded Benevolence was first coined

First published in the 2015 Non-Obvious Trend Report →

Trend Longevity Rating

A- Graded A- in 2026 ·
an exceptional prediction that grew more true over time

How this trend held up

This was the first of our trends to spotlight brands demonstrating a commitment to the environment, social issues, and ethical business practices, a theme that is discussed in the Purposeful Profit megatrend.

Every past trend prediction is re-reviewed and graded with a Trend Longevity Rating, measuring how much each originally curated trend still matters years later.

Where It Led

This trend evolved into a megatrend.

In 2020, Branded Benevolence was identified as one of the past trends that evolved into the megatrend Purposeful Profit: As consumers and employees demand more sustainable and ethical practices from businesses, companies respond by adapting products, taking stands on issues, and putting purpose first.

Explore The Purposeful Profit Megatrend →

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