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Global – This week’s microtrend examines the big brands mixing altruism and open-source innovation.
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.