As cynicism takes hold and cheap copycats multiply, being memorable is no longer enough. Nobody wants a brand that dances to the daily discourse, pushed around by the wind. Being a wallflower is worse. Brands must connect meaningfully with culture and community, or they’ll lose relevance fast.
Brand meaning is earned by deploying clear values, a worldview resonant in the public consciousness, and tangible action to pursue it – all rooted in your core business.
We’ve got to stop treating brand as an abstract concept
77% of Americans respect companies more if they’re clear on their values – even if they don’t agree. Both Patagonia and Chick-fil-A rank in the top five brands reputationally.
More than 9 in 10 Americans think companies have a responsibility to promote an economy that serves everyone. Very few think companies do this well.
Nearly 80% of U.S. employees want to work for a company that shares their values and shows it with action. 35% have already quit a job and went elsewhere because their employer didn’t stack up.
84 % of consumers say they need to share values with a brand to use it. And about two-thirds of Gen Z consumers feel connected to people who use the same brand they do.
80% of Gen Z believe companies should advocate on social issues relevant to their business and/or community. Most assume a brand is hiding something if it doesn’t.
Brand meaning matters for business
Our approach enables you to stand out – without getting singled out.
What is Big Future?
We founded Big Future to unlock opportunities for our partners at the nexus of business, advocacy, and culture.
Our unique experience includes senior leadership roles within many of the world’s most meaningful brands – including The North Face, Rivian, Lyft, Patagonia, Google & New Belgium Brewing among them – plus top roles for U.S. presidential campaigns, governments, nonprofits, coalitions, and agencies.
Our work has consistently driven credible impact, sparked cultural resonance, strengthened influence and reputation, built resilience for the next crisis, and supported sustainable financial growth.
We blend communications, brand strategy, advocacy, partnerships, and reputation management to connect brands with culture, causes and community.
Adam Fetcher
Co-Founder
Eric Raymond
Co-Founder
How Big Future can help you:
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Foundation Building
Clear & compelling mission, vision & values
Landscape Analysis
Smart cultural, political, and competitor analysis
Insights & Watchouts
Insights to uncover opportunities – and risks
Worldview Discovery
A proven method to extract your worldview
Narrative Development
Seamless linkage between brand & worldview
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Business Integration
Plans to reinforce business strategy
Product Integration
Concepts to use product to carry your message
Relationships
Credibility with outside orgs to guide & protect
Impact Programs
Strategies to deepen your commitment
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Message Development
How to speak so audiences will hear
Storytelling
Strategies for breaking through in media & more
Audience Participation
Levers to drive deeper engagement
Cultural Jujitsu
Provocative ideas that address cultural anxieties
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Agenda Building
The change you seek – clear and focused
Employee Engagement
Means to connect more deeply with employees
Advocacy Platform
A durable, consistent strategy for advocacy
Advocacy Campaigns
Integrated strategies that inspire collective action
Executive Profiles
Thought leadership that moves the needle
Get in touch
Let’s talk about how your brand can build deeper meaning! We can help.