According to the Chicago Booth/Kellogg School Financial Trust Index from April 8, trust in business has reached unprecedented lows, with only 10% of Americans now saying they trust large corporations. The "future of capitalism," it seems, is at stake.
While Pepsi, one of the world's foremost consumer brands, has acknowledged the signs of the times and is making the transition away from one-to-many mass-marketing to social marketing with meaning, marketing theory is struggling to catch up.
The conversation about meaning-driven business is continuing, and some pundits want "meaning" to not only be an abstract concept, but a movement.
The LIFT conference, dedicated to discussing the social implications of technology, came with a special twist this year. Bypassing the here and now, it attempted to directly link yesterday and tomorrow: "Where did the future go?" was the big question.