Right now, and largely for the past year, brands have been in a phase of great disconnect.
Those that claim to be mission or values-driven, who put forth an idealized image of who they aim to be are being called out for not upholding their promises. What we’ve seen unfold in the past year with Away and Everlane and in the past few weeks with The Wing, Reformation, and Bon Appetit and more is that it’s not enough to be outwardly mission-driven if internally things tell a different story.
