A Year in Purpose: The Top 10 Trends of 2018

by Whitney Dailey
Dec 20, 2018 9:00 AM ET

While 2017 was the year companies stood up for social justice issues, 2018 will be regarded as the year companies took action. Supporting social justice issues became mainstream this year as employees turned into activists demanding change within their own companies and businesses joined growing social movements – lending support to grassroots efforts like #TIMESUP and March for Our Lives. In 2018, we saw investors making their voices – and demands – heard and major companies making such bold commitments that the ripple effect may advance the sustainability progress of entire industries.

As the year draws to a close, Cone evaluated a year’s worth of purpose-driven news, activities, campaigns and announcements to bring you the top 10 trends of 2018:

  1. Mainstreaming social justice: While more companies have been addressing social justice issues over the past few years, this year we saw mainstream companies go bigger and bolder with their support. No longer relegated to companies like Patagonia and Ben & Jerry’s, this year we saw Nike choose Colin Kaepernick (to the chagrin of some) as the face of 30th anniversary campaign for “Just Do It,” Levi Strauss’ CEO take sides on gun control and Dick’s Sporting Goods enter the fray as the new champion of gun control advocates.

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