We are a global strategy + human foresight consultancy reconnecting brands and businesses with meaning to create human value. We inspire authentic connections between people and what they truly value to drive real value creation, social capital, and meaningful growth.
We believe that businesses led with meaning will become the future forces of good in society.
We can help you get there.
JUST RELEASED –– NEW WHITE PAPER OUT NOW!
We are standing at the precipice of a Great Change toward Humanistic Capitalism, Conscious Business, and Humanized Growth. We are experiencing a 180° shift from brands to people reversing the inner dynamic of consumerism. As we are entering the new Human Paradigm, the locus of power between brands and consumers is moving from corporations back to humanity. This shift in relationship dynamics is at the core of the biggest and most fundamental change in the philosophy of consumerism in the last 100 years.
This white paper aims to help brands and organizations understand how to lead with meaning and humanity at the core to become forces for good and meaningful growth in society. This new thinking can inspire the industry to redefine the future of commerce: how we do business, how we view and manage the value of brands, and how we consume.
We focus on meaning to reimagine the future of commerce:
Learn more about how we want to restore meaning in business.
What is a meaningful brand?
Meaningful brand is a brand that adds meaningful value to our lives. It knows and understands its audience, who they are, what their needs are, how they express themselves and what its role is in their lives. It cares about what they care about. It is authentic: true to its essence, function and purpose in people's lives, to its heritage and legacy. It doesn't make empty promises but stays true to itself, to its inner core values and integrity.
What is meaningful business?
Meaningful business is a business designed consciously to create value in people's lives. It's not in the business of generating profit as the core value; it creates core value to generate profit. The fact that we've reversed the logic and alienated people from the value they create is why we are where we are today. We've created a business ecosystem of meaninglessness. Learn more about how we can change this to create value again.
What is meaningful luxury?
Meaningful luxury comes back to our spirit and human essence. Through its connection to beauty, aesthetics, the aura of symbolism and the intangibles, it has the power to uplift our senses, transcend the present moment and speak directly to our soul. It elevates the quality of our lives based on the values we share and what we see as valuable to us today. Learn more about how we can put meaning and essence back into luxury.
"We are on a mission to reconnect business with meaning."
The 21st-century economy is the economy of meaning. In today's noise-driven world full of social, cultural, political, environmental, and technological disruption, meaning is the new currency. This is why we need a new strategy for the new world. We need to align how we do business and create value with our own humanity. We need to retrieve our lost human needs and values and make those the center of our future business endeavors. We need to put humanity first to make business and brands meaningful again.
Meaning needs to be at the core of value creation because it is the core of value exchange. People value meaning – we connect with brands through our own values, ideas, beliefs, and identities. We don’t buy brands; we buy what brands represent. We consume what they mean to us. If brands desire to authentically connect with people, they need to embrace meaning.
Brands and businesses are living dynamic ecosystems of cultural meaning. To create long-term sustainable value, we need to start seeing brands holistically in their real-world context. The value of brands is interdependent – it is tied to society, culture, politics, environment, health, security, happiness, and prosperity. At their best, brands can become powerful catalysts of social and cultural change: forces for good and meaningful growth. Learning how to cultivate this power consciously is the next frontier of business.
Meaning.Global was founded in 2017 with a vision to offset the meaning crisis in the industry by helping brands and organizations understand the quickly destabilizing symbolic foundations of the world we live in. We offer the missing human understanding and social and cultural knowledge to drive meaningful brand and business strategies for the human age.
We help brands and organizations reconnect with meaning and humanity and unlock their real authentic value in people's lives – one they can identify with as human beings. We want to drive the business world back to its real purpose: adding meaningful value to people's lives. For value creation to become more than profit generation, business value needs to be human value first.
Welcome to Meaning.Global: Meaningful Strategy For The Human Age
What Can We Do Together?
Every brand and business is different and has different needs. This is why we don't believe in selling services – businesses aren't machines. They are dynamic ecosystems of meaning. Ready-made solutions rarely bring out the essence in a way that is meaningful to the business and its customers.
We prefer a more collaborative approach with clients to spark new ideas, breakthrough insights, and innovations that can add real meaning to people's lives. Value creation is a mutual process, after all.
If you see it the same way, we'd love to talk to you.
Strategic Consulting &
Meaningful Brand &
Expert advice, sensemaking, future investments
Are you perplexed at how quickly the business landscape is changing due to COVID and how the old ways are no longer working? You will need to steer your business in a new direction toward the emerging Humanized world to be successful. We can help you understand how the global societal shifts are impacting your business and brand and where the new opportunities lie to create real value for your customers. We will advise you on a new strategy to create new relevance, new value, new services, and new meaning.
Brand meaning, human-led proposition, relevance
Creating real meaningful value for people through your brand and organization has become paramount in the new post-COVID world. As we are reconnecting with our essential human needs and values, brands need to add authentic meaning to people's lives to stay relevant, valuable, and profitable. We can help you realign your brand internally and externally to create meaningful value for your customers. The best brands in the world make a meaningful difference in our lives by inspiring us to maximize our human potential, express who we are, and authentically connect back to ourselves.
& Human Foresight
Meaning & Cultural
Cultural shifts, consumer behavior, macrotrends
We now live in a very different world marked by a Great Change. Understanding how to navigate this new world and what things mean to your brand is paramount to business survival and future growth. Are you finding it difficult to adapt to the new global climate, societal changes, the fast-changing consumer behavior, evolving human needs, and how all of these are impacting your brand and business? You need to future-proof and understand how the changing human behavior impacts your future relevance. We can help you be a part of social change, instead of falling a victim to it.
Workshops, lecture modules, internal frameworks
Cultural relevance is everything to a brand and a business today. And it doesn't stop at buying cultural insight services. Every organization today needs to know how to harness and manage cultural relevance internally. Most organizations today still lack this ability and stay stuck between different internal units and servicing agencies. We can help you change that. Having access to new thinking is key, but organizations need to know what to do it with internally to instigate real change. We will help you develop a shared framework for meaning and cultural relevance that puts everyone on the same page.
Thought Leadership &
Keynotes, Guest Lectures & Speaking
Opinion pieces, articles, reports, books, journals
Are you looking for a new thought-provoking piece on the next era of consumerism, the emerging cultural and social shifts, and how they're redefining the world of brands, people, and consumption? If you are a publishing house, magazine, news source, academic journal, or an agency looking to collaborate on an op-ed, a book, or a syndicated research study, contact us. Meaning.Global's Founder and CEO Dr. Martina Olbert frequently publishes and is regularly featured in global media publications like Forbes, BBC News, BBC Culture, Newsweek, El País, Vogue Business, Luxury Daily, Jing Daily, WARC, Branding Strategy Insider, and others. Her insights on the state of brands, business, consumers, and luxury appear in leading industry reports.
See the latest articles, interviews, and reports here.
Talks, keynotes, lectures, podcasts, interviews
The future of business is headed toward our great return to humanity and conscious value creation to make up for the loss of spiritual meaning and real human connection in our lives. If you want to learn more about the speaking topics and booking availability for Dr. Martina Olbert to speak at your event, contact us below. Her core focus is The Future Of Commerce and Reimagining Consumerism As A Force For Good. She also speaks about Meaningful Brands, Meaningful Business, and Meaningful Luxury. She is a global keynote speaker regularly speaking at events and conferences around the world. Her mission is to reconnect business with meaning, humanity, and consciousness to instigate global social and cultural change.
To see the latest talks and upcoming events, click here.
What Is The Value Of Meaning In Business?
Here are some of our latest published articles, opinion pieces, features, interviews, and podcasts on the role of meaning and cultural relevance in business, branding, marketing, strategy, and luxury. They deal with meaning from diverse perspectives: from value creation and brand growth, creative ideas, brand strategy, campaigns, storytelling, design, and innovation, to shifts in culture and the need to explore how brands and technology reshape our society to humanize business and instigate social change.
Meet The Founder
Founder & CEO
Dr. Martina Olbert is recognized by Forbes as the 'global authority on brand meaning'. She is the world's leading expert on creating meaning and cultural relevance in business. As a global thinker, humanist, futurist, speaker, brand advisor, social scientist, and consumer psychologist, she teaches brand and business leaders how to read the early signals of change, what they mean, and how they impact where brand and business value shifts next to create new relevance for their customers.
Martina is most interested in social and cultural change. She focuses on how the shifts in culture and society redefine our perception of meaning and what people see as valuable to them. She helps clients navigate the fast-changing socio-cultural context in the world to capitalize on cultural change and create real value that adds meaning to peole's lives. Her goal is to bridge the gap between brands and people to drive meaningful growth, long-term value and offset the ongoing meaning crisis stunting real value creation in the industry.
She gives expert advice on meaning and value creation, macrotrends and cultural foresight, brand and business growth, strategy and innovation, and the rapidly changing consumer behaviour to some of the world's top consumer, corporate, luxury and lifestyle brands. Some of her past clients include banking, finance, investment funds, private equity, fashion and luxury houses, social impact start-up, a presidential candidate, NGOs, technology, telco, medical, pharma, travel, hospitality, education, professional and marketing services, and consumer goods. Having lived in the US, UK, Ireland, and Czechia, Martina has worked on diverse strategy, insight, and innovation briefs for global clients.
Her education includes Political Journalism at Georgetown University, The Science of Wellbeing at Yale, and Media and Consumer Cultures at the University of Glamorgan in the UK. She holds a doctorate in Media Studies from Charles University in Prague. She gave guest lectures at Trinity College Dublin and several universities in Europe, and spoke at events in London, Paris, Milan, Amsterdam, Toronto, Dubai, Istanbul, Manila, Shanghai, Prague, Berlin, Slovenia, Morocco.
Her insights are featured in global media publications like Forbes, BBC, Newsweek, WARC, Vogue Business, Luxury Daily, Luxury Society, Jing Daily. She is the author of The Luxury Report: Redefining The Future Meaning Of Luxury (2019) and Reimagining Consumerism As A Force For Good (2021).
She cares about social progress, human growth, conscious business, the human mind, meaning-making, spirituality, and raising human consciousness as a driver for social and cultural change. She is based in Europe and available for speaking (VR and IRL), consulting, and workshops worldwide.
Martina's insights, foresights, and commentaries are regularly featured in global media publications, industry reports, at leading conferences and corporate events:
Latest Talks and Events
What People Have Said
Vice Chairman, Ogilvy Group, Author of Alchemy
Founder, Beyond Words Documentaries
"An intellectual powerhouse."
Creator, This Human Business
"Martina is a rare person in business who is capable of seeing beyond the problems of the moment to grasp the underlying thematic issues that have led to the development of those problems in the first place."
Global Head of Planning, VMLY&R
"One of the best planning minds in the business."
Culture, Strategy & Marketing Consultant
"Vibrant and unapologetic breath of fresh air. Her passion for brands, meaning, and the future of business is unparalleled."
President, Golden Drum Festival
"Martina has made a change in the industry so we can talk today about Meaningful Brands, Meaningful Business, and Meaningful Luxury. Thank you."
Author & Forbes.com Columnist
"As a global authority on brand meaning, there is no one better to address what all the changes the world, consumers, and brands are experiencing mean than Martina. Amazing insights and understanding."
Publisher, Branding Strategy Insider
"Martina is one of the leaders shaping a better world through brand. She brings a unique and highly valued perspective."
Lifestyle Luxury Expert
"Martina is a true visionary. Fiercely intelligent, deeply spiritual, and possessing a 360-degree view of humans, she is able to see the fundamental nature of human motivations for consumption. She is a revolutionary thought leader whose comments, ideas, and insights are one of the few sources that actually matter."