Equity Zone: become a community catalyst

This innovation is one of our 22 trends and business opportunities for 2022.

National politics may get the headlines, but resources are allocated and priorities are set in school boards and on city councils. In a bid to make local government sexy, John Legend recently launched HUMANLEVEL. The organization will help community leaders in areas disproportionately impacted by institutionalized racism to create long-lasting change.

As the pandemic scoured the globe, trust in institutions, corporates and even religious leaders waned. Globally, nearly two-thirds (62%) of people trust local community leaders more than CEOs and politicians.

Bridge the trust gap with initiatives that empower local changemakers. Consumers expect brands to wade in on front-page issues, but to create measurable impact, it’s crucial to support transformation at a grassroots level. Does your brand have the resources to amplify those voices?

Trend Bite

This isn’t just a business innovation, it’s the future normal. Don’t believe us? We’ve unpacked this innovation — and plenty more — in our 22 for '22 special. Click here to find out which innovations will redefine business as usual, and why!

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