Andy Stalman

They have changed health, the economy, politics, entertainment, culture, society. How are brands not going to change? But what do people expect of them? What is the new role of brands. What do we demand of them, what do we expect of them? What do they have to do... Such is the point of demand and expectation that more than five out of ten citizens worldwide have placed their hopes for change in the world on brands, rather than on their public representatives. However, the more positioned a brand is in the market and in the minds and hearts of consumers or users, the more will be expected of it. Reaching a point of transcendence represents more demands and responsibility, and a failure of these most beloved and emblematic brands will logically represent disappointment in part of that audience or that community, but the most important thing is to identify if the reason for this inconsistency was the result of an error or, on the contrary, of a deceit or manipulation. Every brand now faces different headwinds, from what employees, customers and citizens want to what their beliefs and expectations are, to understanding the metaverse and the responsibilities that come with sustainability and DEI. 

Every day people demand more from brands. Consumer expectations have been transformed. Today they are looking for brands that inspire them, that take care of them and are committed to their well-being, but also that reconcile with their personal values. The most valuable, beloved and successful brands have followed the path towards 'totemization', to become entities that, through their actions, inspire positive change and become benchmarks in the market and society. This is the future of brands. A future in which brands will configure, even more, the relationship that people have with the world, which implies a great opportunity to transform them into TOTEMS and people into true believers and not just consumers.

What do these brands stopped at TOTEMs have in common? They are those brands that society was demanding to lead causes, commit and seek, in addition to an economic benefit, a positive social and environmental impact. It is not just about embracing aesthetics, but committing to ethics. Companies that were not only technocentric, but humancentric, with people who inspire others through their actions and not through their speech or verbs. They are companies (or people) that have values that inspire other people, and that from them generate followers, clients and believers. The TOTEMs have this commitment, if you want not in writing, but to fulfil their promises to be socially responsible and sustainable, and to be sure that they know how to do things.