indigo insights

25 years into the 21st century

What modern brands must embody to stay relevant, endure, and thrive

By David Bates, Senior Creative Director of Brand

A ceramic pot with flowers and butterflies being watered.

In the 25 years since the turn of the century, the world has undergone seismic shifts. Technology has accelerated human interaction, decision-making, and expectations to breakneck speeds. For brands—whether they’re delivering products, services, or entertainment—this presents both an unprecedented opportunity and a daunting challenge. What do people expect from brands today? And what must brands do to remain relevant, meaningful, and prosperous in this hyper-connected, choice-overloaded landscape?

The new expectations of brands

In today’s world, people expect brands to be more than just transactional. It’s no longer enough to deliver a quality product or service. Brands, and those who steward them, must stand for something bigger. People demand and crave brands that:

Walk the talk with actionable authenticity: Show up as human-centered, real, and transparent by evangelizing your brand’s purpose, living your values as a company and as a community of people. Respond promptly and openly to feedback, take responsibility for mistakes, earn and build trust through consistent, honest actions.
Prioritize purpose over profit: A brand must stand for something greater than monetary growth—aligning its core mission with the values and aspirations of its audience to create deeper, more meaningful connections.
Make personalization symbiotic: Consumers expect brands to deliver tailored experiences that meet their needs, but the relationship must be mutual. Using data responsibly creates value for both the individual and the brand.
Practice responsible sustainability: People hold brands accountable for their environmental and social impact, rewarding those who prioritize integrity, innovation, and the wellbeing of the greater good.
Foster a relatable bond: At their core, humans gravitate toward brands that forge deep emotional connections — fostering loyalty through shared values, meaningful stories, and aspirational experiences.

The challenges in a fast-paced, technology-driven world

But meeting these expectations isn’t easy, especially in a modern world where choice is infinite, yet resources—time, money, and attention—are finite. Brands face several key challenges:

The overwhelmed consumer: Audiences are inundated with endless choices and information overload, making it harder for any brand to stand out.
The trust gap: Decades of over-promising and under-delivering have left many skeptical of large corporations and global conglomerates.
The battle for relevance: Trends change faster than ever, and what is fresh today can feel stale tomorrow.
Balancing scale and authenticity: How does a brand grow without compromising the very soul that made people love them in the first place?

What brands must do to stay true, meaningful, and noteworthy

The answer lies in unwavering focus on values, quality, and integrity. To thrive in this landscape, brands must:

Be rooted in truth: Every claim, campaign, and product must be backed by genuine commitment. Truth resonates; hype and spin does not.
Evolve with purpose: Growth should be guided by a brand’s core purpose, anchored to its values, not dictated or persuaded by fleeting trends.
Deliver consistently: Excellence must be the baseline. Compromise on quality or ethics erodes trust, and trust is a brand’s most valuable currency.
Engage and listen: Brands need to proactively listen to their audiences and respond with empathy.

The infinite game and the garden mindset

In a world consumed with winning quarterly battles, brands must embrace an infinite game mentality. This philosophy, inspired by James Carse’s work, reframes business as a game with no end. The goal isn’t to “win” but to keep playing, to adapt and evolve in ways that ensure long-term relevance and prosperity.

This mindset is akin to nurturing a garden. Brands, like gardens, are living entities. They require careful attention, constant care, and a commitment to the long term. A gardener doesn’t rush the process or strip the soil of its nutrients for a quick harvest. Instead, they cultivate patiently, knowing that each season builds upon the last.

For brands, this means balancing short-term gains with investments in the future—whether through innovation, sustainability, or deeper customer relationships. It’s about fostering resilience and adaptability, while maintaining one’s authenticity.

A fragile, living entity

Brands are not static constructs; they are dynamic, fragile, living entities. Like a garden, they are shaped by those who tend them. Neglect or exploitation can quickly erode what took years to build. But with care, commitment, and vision, a brand can thrive, grow, and bear the fruits of its labor. A bounty that sustains not only the business but also the communities it serves.

As we journey deeper into the 21st century, the brands that endure won’t be the loudest, the fastest, or even the most profitable in the short term. They will be the most human, empathetic, and real. Those who play the infinite game by nurturing their roots, honoring their purpose, and growing with integrity. Because, in the end, the best brands aren’t simply built; they’re carefully grown by people, for people.