February 12, 2026
February 13, 2026
There’s no denying that companies find themselves in an incredibly challenging environment, as they navigate complex issues ranging from AI to sustainability to geopolitics. A “perfect storm” of issues, stakeholders, and their rising influence can, in fact, obscure the path toward brand loyalty.
Mission North’s inaugural 2024 Brand Expectations Index outlines these issues, and reveals surprising trends on how corporate stances, investments and actions can skew public perceptions of brands. Our findings will help orient and guide CEOs, CCOs and CMOs by revealing which actions may prove net-positive for the brand, and which actions may actually hinder their progress.
