Why brands must speak out and take action against racial injustice

In the wake of George Floyd’s murder and the resulting protests that have endured across the globe, brands have begun to speak out and take action against the racial injustice so deeply embedded into...
June, 2020 Piper Donaghu

Turning Purpose Into Action During COVID-19

Last Thursday, I joined Northbound’s virtual discussion on branding during the time of COVID-19. On top of sharing insights from our survey on how American consumers are thinking and feeling during...
May, 2020 Adam Shigem

Pandemic perceptions wave 2 – shifting consumer perspectives during COVID-19

Northbound continues to grapple with a changing world. To see how our fellow Americans’ feelings evolve with the situation, we’ve been conducting an ongoing study. Are they optimistic or pessimistic?...

When remote working becomes just...working

In the beginning of the WFH shut-down, I approached work as if it were just like being in the office, only remote. I scheduled my day the same way. I booked meetings for the same reasons. I connected...

Purpose-driven: how to be resilient in times of crisis

Can COVID-19 help to put more corporate focus on stakeholders, not just shareholders? A recent McKinsey article posed this question, and it’s one that pulled at my heartstrings and inspired a slight...