Preview: Altruvation

Openness drives innovation, as open-source software development demonstrates, and for purpose-driven Immortal Brands, it makes no sense to hoard technological secrets. By throwing open their doors to enable anyone to become a collaborator, forward-thinking brands such as Toyota and Tesla project openness, innovation and dedication to a social mission, while giving their R&D departments a valuable advantage over less open competitors. 

The Big Picture: Brands with purpose outperform their narrowly commercial peers. For more on how to give your brand meaning, read our Altruvation microtrend.