A new age of enlightenment

The age of enlightenment was all about science, thinking rationally and acting on evidence. Today, rationality and evidence are good places to start – but there’s so much more to consider.

Our current epoch is defined by the World Economic Forum (WEF) as ‘uncertain’, ‘disrupted’, replete with falling trust and misinformation, with societies on the edge, and a deterioration in the rule of law. Then comes AI with all its benefits and risks, and we reach persistent disruption.

Nestled amongst all this sits climate. WEF ranked global risks by severity over the long term (10 years). Environmental risks took the top four positions. These are: extreme weather events, critical change to earth systems, biodiversity loss and ecosystem collapse, and natural resource shortages. These are existential risks that can only be addressed through global movements, not only individual action.

It is time to act rationally with strategic intelligence. For boards this new age of enlightenment is about more than science and evidence; it is also about identifying and staying not only close to purpose and innovation but building brands around purpose and innovation.

The urgency is upon us

The International Disaster Database (EM-DAT) demonstrates that economic losses caused by natural disasters have been rising over the last 20 years. And, as Mark Carney has pointed out: “If some companies and industries fail to adjust to this new world, they will fail to exist.”

Closer to home, Chapter Zero’s 2025 member survey identifies that most boardrooms are not actually shifting their stance on climate. When asked whether climate action has become more of a priority due to the changing geopolitical landscape, 75% said their stance on climate has not changed.

There is a disconnect. The annual economic opportunity offered by transition is put at around $12tr according to some estimates and yet so little is being done to claim this prize. It is time for fresh thinking and innovation.

It is also a time to lead

As Peter Bakker, CEO of the World Business Council for Sustainable Development (WBCSD), pointed out, this is a time for leadership. Sanda Ojiambo, CEO of the United Nations Global Compact, said: “Sustainability is not a trade-off between purpose and profit. It is the foundation of competitiveness, resilience and growth.”

And Kantar’s own research – the Sustainability Sector Index 2025 – finds that 67% of respondents believe that environmentalism is extremely important. In fact, a massive 97% of respondents are concerned by at least one environmental or social issue.

Despite the rhetoric that has pushed messaging around climate and social issues under the radar, fighting climate change and inequality still matters. Kantar’s Global Monitor finds this is especially true for younger sections of society. There is so much to do.

A shift in economic power is coming

We are seeing at Kantar that post-war individualism is shifting into 21st century mutualism with Gen Z leading the charge towards initiatives for the greater good.

New brands are also emerging and growing their status in the market. They are increasingly purpose-led. They know that brands matter not through what they sell, but through why they exist.

At Kantar, our research shows that brand purpose drives enduring loyalty and consumer preference. This is how brands endure and grow.

And purpose is also a platform for innovation. Consumers – especially Gen Z – are seeking brands with purpose. Kantar’s Sustainability Sector Index 2026 shows that 73% of respondents have tried or are open to trying brands that have a more positive environmental or social impact; and 54% say they have either bought less of or stopped buying certain products or services because of their negative environmental or social impact.

This new age of enlightenment is about boards putting purpose and innovation at the heart of business strategy. Why? Purposeful brands drive five times more consumer engagement and growth. Purpose is a growth multiplier and is at the core of future-facing resilient brands.