Like politics, it feels like many large brands are out of touch with the people who should really matter to them. Large organisations have more than enough resource to experiment with re-purposing (with an emphasis on purpose) their products and services. They just don’t have the will. Yet. But the time to do so is coming sooner than they think.

Last week I read a letter sent to our Prime Minister, asking that the UN Sustainable Development Goals (SDGs) be used to consolidate and future proof the UK’s recovery from the Covid-19 pandemic. This is my open letter to those who signed it.

Do you tie yourself up in knots trying to work out how to make your company look better and more attractive than your competitors? Or do you speak directly to them in their world?