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The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. The speed and breadth of the changing political/cultural status quo in the U.S. has been breathtaking and disorienting for brand leaders across the tech/business community. Some leaders have gone all in to kiss the ring of the new status quo. Many more are wrestling with the question How do I continue to support the ideals my brand believes in without causing serious self-sabotage? This article is intended as a conversation starter, not a neat solution, and is informed by decades of experience of building the most influential brands as well as a series of 2025 interviews with leading founders. It puts forward a set of three principles and concrete actions to help leaders get on the front foot again. 1. Rebrand initiatives for minimum drama, maximum impact Inspiration: The rebranding of progressive finance We can learn from the example of the progressive finance community, which is in the process of rebranding its entire category, swapping trigger words such as ESG for terms like energy security. Surveying fund managers and analysts, the FT noted, The new world of sustainable investment will have a greater focus on energy transition, better regulation, and less virtue signalingESG as a synonym for sustainable investment is likely to disappear but the trend, in its revamped form, will continue. This is a great example of reframing language to focus on the nondebatable goal of ensuring our energy suppliers resilience, no matter what your view on the causes and speed of climate change. 2. Stick to your values, but focus on outcomes: The Flo Health approach Flo Health, a leading womens health app, successfully navigated the post-Roe v. Wade landscape by focusing on science-backed healthcare outcomes rather than political rhetoric. Instead of engaging in ideological debates, the company stayed true to its missionimproving womens healthby highlighting established medical research demonstrating the negative impact of restricted reproductive care. This wasnt just talk; it sparked tangible innovation. Flo Health introduced Anonymous Mode, a game-changing feature that allows users to track their menstrual cycles without fear of their data being misused. The move resonated deeply with users, addressing concerns about digital privacy at a time of heightened vulnerability. The results speak for themselves. By keeping the focus on action rather than controversy, Flo Health experienced a 55% surge in paid subscribers, solidifying its position as Europes first femtech unicorn. In the U.S., the app has become an essential tool for reproductive health, with an estimated 40% of women who were trying to conceive, relying on it. Flo Healths approach underscores a key lesson: Brands can stand by their values and drive meaningful impact without performative statements, earning both community trust and business success. 3. Adopt an adaptive Day One mindset focused on current needs over historical wrongs This mindset has long been advocated by innovative CEOs, treating each day as if its the first, willing to let go of the past with a focus on excellence and opportunity. I believe that now is the time for brand leaders to apply the same lens in a new world with a new set of rules. Reduce talk of correcting historical injustices and focus more on actions that drive the maximum benefit for the majority of people. Example: Rockets blockbuster Super Bowl activation Rocket, a leading provider of mortgages in the U.S., returned to the Super Bowl in 2025 with a goal to unite a divided nation around the principle that everyone deserves a shot at home ownership. The campaign was intentionally crafted to find common ground from the choice of music (one of the U.S.s most beloved country tracks) to representative, authentic casting from young families to veterans, to the topic with 94% of Americans believing that homeownership is part of the American dream. With two million people visiting Rocket.com within an hour and the largest brand lift of any Super Bowl advertiser, the impact illustrates the power of the approach with feedback showing that people from both sides of the political spectrum saw themselves in it. Final word Navigating this complex landscape requires courage and a commitment to acting with intention, orienting towards inclusive solutions over rallying against partisan problems. There is no one-size-fits-all formula but adopting a Day One mindset offers a way forward where values drive decisions but outcomes drive communications. A blend of purpose and pragmatism to achieve maximum impact with minimum drama. The examples above illustrate how this strategy can yield significant benefits, from strengthening community trust to driving commercial success. Were all writing the new playbook for purpose-driven performance in real time, and I remain stubbornly optimistic that this evolution will, over time, elevate the industrys ability to create lasting cultural and business impact Neil Barrie is cofounder and global CEO of TwentyFirstCenturyBrand.
Category:
E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. When architects constructed the Notre-Dame Cathedral in the 13th century, they reinforced its structure with 28 flying buttresses. These famous buttresses are credited with saving the entire roof from collapse during the devastating 2019 fire. Today, as nonprofit organizations brace against shifting economic winds, Im reminded of these critical architectural supports when I consider the wraparound services many philanthropies provide their grantees. Leadership development, training, and networking opportunities are like flying buttresses: They strengthen organizations and provide added structural stability in an unpredictable and unchartered funding environment. Pairing holistic support with financial contributions is especially critical for nonprofits at a time when traditional philanthropic sources are uncertain. Providing opportunities for nonprofit professionals to strengthen their leadership skills and abilities is an increasingly valuable benefit that philanthropies can help make possible, particularly at a watershed moment when groups that deliver critical programs and services must pivot as necessary on a variety of fronts. Building nonprofits capacity for impact According to the T. Rowe Price Foundations 2024 Learning Report leaders of small and mid-size organizations find that workshops, seminars, and personalized advice and insights are prized opportunities to build organizational capacity, and notably when the nonprofit lacks the resources to provide these opportunities to its staff. For instance, Goodyear Tire hosts an annual global week of volunteering that includes professional development workshops for nonprofit professionals on topics like leadership development and project management. Similarly, the American Express Leadership Academy provides skills training for emerging social purpose and nonprofit leaders around the world. In addition, the Allstate Foundation Nonprofit Leadership Center has provided free online management training for nonprofit professionals in partnership with Northwestern Universitys Center for Nonprofit Management at the Kellogg School of Management since 2014. Local and regional philanthropies can also support nonprofits capacity-building efforts, especially since they deeply understand the unique needs of the community and can act as an anchor in the nonprofit ecosystem. For instance, the Greater New Orleans Foundation (GNOF) provides robust civic leadership training and opportunities that include six-month training programs to boost nonprofit professionals leadership skills and foster peer learning to help better ensure a strong talent pipeline. Independently, GNOF also provides routine trainings and workshops to bolster community nonprofit success. At the Ares Charitable Foundation, we surveyed our grantees and found that our partners would benefit from capacity-building resources and strategies that help them increase their expertise in measurement, storytelling, and fundraising. Earlier this year, we launched a Learning Community program for our U.S. grantees that brings organizations with similar goals together for collaborative learning, peer networking, and shared problem solving. Part think tank, part idea incubator, and part professional development institute, our Learning Community program, which we intend to scale globally, was inspired by our staunch belief that philanthropies canand shouldhelp nonprofits increase their reach and impact in ways that extend beyond monetary support alone. Safeguard nonprofits for the future Leadership training, community partnerships, and peer networking are our nonprofits flying buttresses. These kinds of supports can shore up fiscal contributions and provide practical resources to help undergird organizations as they strive to execute day-to-day operations and remain stable as the funding landscape continues to evolve. Notre-Dame thankfully continued standing following the historic 2019 fire and with the help of philanthropic wraparound supports, organizations that communities have come to rely on and trust can, too. If funders recognize and commit to providing resources that, in truth, can be just as valuable as cash, then nonprofits can survive in the wake of the unknown and continue to make the difference they have long sought. Michelle Armstrong is president of Ares Charitable Foundation.
Category:
E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. Digital wallets have fast become part of daily life. By 2027, theyre expected to account for half of all retail salesaround $25 trillion worldwide. Its easy to see why. Paying with a digital wallet is easy, secure, and requires nothing more than a phone. But theres potential for wallets to do so much more, beyond payments. Digital wallets started as payment tools. Now, they’re becoming platforms for everything: verifying identity, storing loyalty cards, presenting boarding passes and rail tickets, accessing insurance documents, and roadside assistance memberships. This isnt just convenienceits intelligence in your pocket. In China, super apps like WeChat let people manage investments, book rideshares, order food, schedule medical appointments, access government services, and engage with social networks. Its meeting a growing demand for more personalized digital experiences. Its me, always Identity is no longer a card in your walletit is your wallet. As governments around the world implement digital passports and drivers licenses, they will be held in digital wallets. In Belgium, more than 80% of those over 16 use itsme for secure identification, digital transactions, and electronic signatures, with millions of actions performed daily. Another examplethe EU Digital Identity Walletis expected to launch for all EU citizens, residents, and businesses by 2026. It will store users documentation so they can securely access public and private online services across member states. Given its focus on cross-border interactions, the EU program could be a precursor to a standardized global ID framework. A wealth of management Today, innovative companies are developing wallets into financial hubs that manage investments, loans, and cryptocurrencies. Revolut, for example, started as a currency exchange wallet and expanded into banking, trading, insurance, and wealth management. This year, the company plans to introduce one-day mortgage approvals and AI-powered assistants that provide personalized financial insights and recommendations. The convergence of AI, blockchain, and fintech is pushing wallets boundaries. Apps such as Trim, for example, function as AI-driven financial assistants that help users negotiate bills, cancel unwanted subscriptions, and automate savings. Argent, an Ethereum-based smart contract wallet, allows users to securely store, manage, and invest in cryptocurrencies. Think: less banking app, more autonomous CFO. In a few years, wallets could be semi-autonomous financial agents that analyze a users real-time cash flow, optimize investments, and negotiate loan rates with minimal human input. They may execute smart contracts for renting homes, leasing vehicles, or securing gig work, eliminating the need for traditional intermediaries. With integrated finance capabilities enabled by open banking, they could lend, borrow, and trade assets, adapting to market conditions as they change. Just A Rather Very Intelligent System Consider the number of apps we have on our phones, and the amount of time we spend logging in to various platforms and hopping between tasks. Imagine the digital wallet as a personal assistant that steps in for ushelping to manage shopping, banking, healthcare, and prescriptions, for example, or scheduling travel and rebooking flights when delays occur. It might not be JARVIS the AI butler from the Marvel Cinematic Universe, but certainly it is a useful and intelligent assistant. These assistants could make decisions on your behalf via agentic AI models. They have the potential to automatically calculate tax returns, pay utility bills, switch providers, order groceries based on household consumption patterns, share medical histories with healthcare professionals, and recommend spontaneous trips based on weather and work schedules. Imagine your wallet negotiating a mortgage rate at 3 a.m. while you sleep. Know your agent Considering the level of agency we may grant to these assistants, it is essential to ensure that they are secure and transparent. A statistic from the World Economic Forum suggests that only a minority of organizations currently have a process in place to assess the security of AI tools before deploying them. Know your agent protocols are in the ascendant, and rightly so. Regulatory and governance frameworks must enforce standards and require that AI models are auditable and free from bias. Solution developers must prioritize user controlenabling individuals to set privacy preferences, verify AI-driven decisions, and override automated actions. In the future, the smartest thing in your pocket might not be your phoneitll be the agent inside it. This is emerging territory, so businesses and governments should work together to develop open, secure, and ethical innovations. If done right, the digital wallet wont just carry your moneyit will carry your life. And itll do it with your permission, your priorities, and your protection in mind. Ken Moore is the chief innovation officer at Mastercard.
Category:
E-Commerce
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