We are in a ongoing process of breaking down long-established structures, so this inevitably raises questions on a regular basis. We answer a few of them here.
If our society is oversaturated with everything, what relevance do brands have at all?
We assume an enlightened society. At the same time, many brands/companies take us for fools. Brands have the ability to mobilise groups of people through a strong narrative. It’s time that they are the right narratives and the right ways! Brands actively shape our society.
Why is the shift from brand building to community building? What is the fundamental difference?
Brand building is based on the principle of broadcasting. Community building is relationship management. Empathy as a superpower. If you do not have a clear understanding of your brand, organisation and people at all times, if you are not aware of your identity and effectiveness, you cannot communicate honestly and will not reach people in the long term. People follow people, people seek people, people inspire people. Excerpt from the Zukunftsinstitut, Trendreport 2022: “Relationships characterised by trust form the basis for successful enterprises. Five decades after the big boom of consumer capitalism, we are now entering a new phase in which the entrepreneurial relationship radius is expanding. A new relationship of “capital” to society, nature and individuals (for example employees) is emerging, a new orientation of innovations – which now can and must make a real contribution to solving problems that were previously attributed to politics or society. This “ethical pressure” leads to a redirection of capital flows. The highest listed companies in the world today include Tesla, Impossible Foods and Biotech. Renewable energies and circular material technologies are the new leading industries. Trillions are flowing into the decarbonisation sector (see The Economist 2021). The big financial funds are re-sorting their assets towards sustainable transformation criteria. The new economy of meaning that is emerging in this process encompasses four central areas: employees as co-actors and co-entrepreneurs beyond old dependencies society and its future needs in a post-fossil economy production conditions and their cycles nature, represented by climate and biodiversity.”
What is community thinking and how can it be nurtured?
Behind CT is the mindset that does not pursue the top-down ideal, but makes decisions based on the interests of the community. It even integrates the community or lets it decide. This can be promoted by creating formats and opportunities for exchange. This does not always have to be social media. The basic rule is: One Way = No Way. This sounds easier than it often is, because it means that only serious exchange offers relevant insights and added value. And it also means that appropriate resources and processes are needed.
How would you describe a self-determined community?
Self-determination is the free development of personality. Self-determination means that every person is allowed to decide for themselves how they want to live, work, consume, look, speak, feel, think…. The development towards greater individualisation and independence has a strong impact on all areas and phases of life. A self-determined community is equal to self-determination in the collective. Free in the community. The “we” values, such as belonging, solidarity, empathy and helpfulness, honesty, openness and transparency, are elementary. Depending on how strong the self-determination is in a community, the belonging and thus the power and dynamics are determined – how each individual contributes and reacts to the changing dynamics and relationships. Or also: how we – as a society and individuals – consciously forge positive relationships between people, companies and the planet.
Female Empowerment and Women's Quota. A statement.
We all don’t want it, the quota. But we absolutely need it. The facts of the last decades clearly prove that. A women’s quota is equal opportunity. And unfortunately we are still a long way from that. At first glance, for many, the women’s quota is about having to fill certain positions with women. That is nonsense. It’s about equal treatment, breaking down prejudices, anti-discrimination, modernising the management culture, more diversity and openness. It’s about our future.
hi, tilda in a nutshell: Why is hi, tilda part of a new, sustainable consulting understanding?
We are personally so shocked by the widespread attitude of higher/faster/further, in a system that will still be male-dominated in the coming years/decades, that we simply see the need for a new movement. Whoever works with us will (have to) deal with different questions.
What does community mean to hi, tilda?
More than anything else, community stands for a new understanding of the way the future is being shaped.
At its core it is the desire to participate in shaping the social, economic and ecologic environment. Community means belonging, connectedness, participation and co-creation.
For us, community is much more than a target group. People want to experience added value and not just be the consumer of a campaign, an incentive or an initiative. They want to be empowered and feel a sense of belonging. People avoid individualism in favor of community-oriented concepts. That’s why, for us, community is one of the most fundamental resources of the future.
What resources do we need to create together for a sustainable tomorrow?
Time. Even if it seems to be running away from us. If we don’t take time for innovation, exchange, breaks, etc., we remain in the hamster wheel of the status quo. Then there can be no sustainable tomorrow.
Are economics and sustainability at odds with each other in a capitalist system?
The great fundamental discussion. When thought through to the end: yes. But we believe that there are several ways to be economic. The elementary questions are: What social value does a company add? What narrative does a company create to mobilise people? What role models can be created, even in small steps, that bring about changes in perspective?
How do you acquire knowledge about societal and social transformation processes?
Observe. Listening. Reading. Exchanging. Learning. Constant curiosity. We are both basically permanently interested.
How important is positioning on socially relevant issues for companies?
Companies reduce their market opportunities if they do not proactively identify, build and activate their positioning across socially relevant issues. The defined purpose strengthens identification and a sense of purpose, but does not lead to the ability to act. I cannot understand why so many companies are afraid of facing up to socially relevant issues. I’m worries my when they fiddle around with their purpose instead of taking action. Only those who deal with these issues in a sustainable way can remain fit for the future.
What constitutes a high degree of belonging?
The basis for true belonging is participation and a shared narrative. The unique sense of belonging increases loyalty, the urge to defend, the desire to recommend and share, the need to co-create. Co-creation and open-innovation are only effective when people feel a sense of belonging. Everything else is a pseudo-platform that is only maintained by content that is being contributed.