The Meaning Expert™ Newsletter, Issue #2: The Future Of Brands Is Humanistic Capitalism

Why the future of consumerism is leading us back to embracing our own humanity and how brands can adapt to maximize value

Hello, and welcome to The Meaning Expert™ Newsletter devoted to bringing radically new ideas on the business of meaning. This is where I explore the big topics of today and what they mean for the future of business, brands, marketing, innovation, sustainability, leadership, and business management in general.

My ambition with this project is to bring in the missing piece of knowledge so we can create a better future with business — by changing how we think about business, how it generates value and for whom — to add more meaning to people’s lives. We have the data, we have the information, we have the insights, we have the research. What we don’t have is a holistic understanding: the real sense and meaning of what things truly mean in a larger context of our fast-evolving human existence today.

This newsletter — the same as my work — is devoted to rethinking and reimagining the fundamental building blocks of business from the perspective of meaning and human value. It is only when we zoom out of the details, boxes, verticals, silos, business functions and individual disciplines we have fragmented the whole industry into that we begin to see the tapestry of meaning behind it. Here, on a higher level, we can connect the dots and see the real meaning of things in their actual context. And with their real meaning, we can move forward and do things more effectively.

The second topic for this month is The Future Of Brands Is Humanistic Capitalism. Humanistic Capitalism is a new form of capitalism where the business’s sole intention is to elevate our collective human wellbeing — to empower people and their lives through the means of business. This can be done by tapping into our long-neglected humanistic needs to bring our humanity back to life which is something that was highlighted to us by the recent…