CEOs need to be more human.

The tension between good and evil. A simple thought on how “humanizing a brand” starts from the top.

As a strategist who’s been in the advertising industry since the early 2000s, I’ve come to appreciate both the art and the science that goes into the craft. However, my eyes have opened to a major shift in the corporate world.

We are currently in a paradoxical moment where trust in institutions is low¹, while the standard for conduct is being raised. In an age of transparency, stories, meaning, purpose, we see these subtexts point to the larger thing — core human attributes rising to the surface.

C-suite leadership of Corporate America will have to constantly navigate the waves unless they get out in front of it. Brands who thrive will have leaders who hold a clear human-purpose for their business, understand humanity at its core, and above all, live a virtuous life.

Business, Profits.

As much as I like “visionary” conversations, I recognize that business is about making profit. If you’re not increasing value for your shareholders, you need to find yourself a different hobby. However, while built on this understanding, brands will need to become more human in order to connect with the next generation of consumers in…