Gen Z roughly accounts for 40% of all consumers. They are conscious of manipulation, citing that a brand's attempts at engagement often go wrong because they lack relevance (78%) or authenticity (56%). 

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As the world tries to keep up with a changing society, few businesses and organizations aim to change beyond appearances. They dress up their language, tokenize members of their consumer base, and actively avoid accountability. Some entrepreneurs start ventures only hoping for quick cash, make corner-cutting decisions that diminish business longevity, or quit due to too slow returns on investment.

To build sustainable profits, brands must learn to be adaptable, intentional, and community-centric — they must foster a positive social impact. Positive social impact results from acting purposefully, staying true to values, listening to stakeholders, and being willing to compromise when held accountable. When operating from a basis of doing good for others, without expectation of a return transaction, the stronger those impacted will advocate for you. Any run-of-the-mill marketing consultancy can help you gain short-term profits. At HW & Company, we focus on long-term brand loyalty through cultivating two-way community connections.

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Often, those who look to excuse their hypocrisy and negative impacts tout the impossibility of being of good character in the business world or that "nice people finish last." They tell those of a global majority that their dreams are impossible because to dream is to be free. We are about building fearless brands that commit to truth, authentic change, and empathizing with their audiences. Now is the time to embrace the marketing strategies of a better tomorrow — to redefine the impossible.