The ‘Space Between’
Companies need both a strong brand and a good materiality process to be true leaders in a more inclusive form of capitalism that respects people and planet and is about more than the pursuit of profit.
What Nordea’s approach to brand and materiality had in common is that they were not “push” projects where they decided on a message and pushed it out to their customers. Their actions were based on an acute awareness of, and respect for, the state of the world around them—acknowledging and understanding challenges and opportunities around them at a social level, and not just a business level. Managing their vision for change, business strategy and accountability together, and coherently, puts Nordea, and other CSR leaders, in a “space between” the traditional approaches to business and nonprofit management.
Getting it right brings rich rewards and we are delighted to be working with Nordea as they continue on their journey.