We create meaning in business.
Meaning.Global is a trusted advisor to many of the world's most influential brands and organizations as the global expert on meaning. We advise leaders on strategy, marketing, innovation, societal shifts, cultural trends, value creation and growth to create more meaning and align business with humanity for a better shared future.
Since 2017, Meaning.Global has been accelerating brands' and organizations' adaptation to the new meaning economy. We partner with brand and business leaders to help them envision new possibilities for future innovation, value creation and growth as we move toward a new sustainable economy where aligning with our humanity is a must. We work with our clients to reimagine their business from the human perspective and build new and more meaningful futures that use the immense social power of brands as a force for good.
We see business as the most potent creative force for change in the world. When viewed through the lens of meaning, business is a creative discipline where brands work together for the common good to drive a positive change in the world, solve societal challenges, elevate
our collective human wellbeing, and accelerate global social, cultural, economic, and environmental change.
Our next-level thinking, insight, new ideas, strategic intelligence, education, and consulting services enable organizations to reframe their thinking on brands, shift their view to see the world anew, understand the real meaning behind consumer behavior, envision new forms of human value, embed innovation, and create authentic connections with people as human beings.
We believe that brands and organizations led with meaning will become powerful catalysts in society – and if leveraged at scale – can lead the transition to
a more meaningful, sustainable, humanistic, and prosperous future for people and the planet.
Clients we advised and worked with:
"Dr. Martina Olbert, founder of Meaning.Global is a global authority on brand meaning."
"Global Business Thinker On Sustainability, Marketing, and Ecosystems To Follow In 2022"
The Meaning Expert™
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Welcome To The Next Era Of Humanistic Brands
Envisioning a new and more humanistic business paradigm
What is happening today? We are entering a new humanistic age where our authentic identities, wellbeing, self-expression, and a personal quest for meaning are becoming the new key drivers of our consumer behavior. This new era led by the return to our shared humanity, core values and essential human needs paves the way for a more humanized and conscious consumption.
Our perception of value is shifting from brands to the meaning brands add to our lives. For brands, this means an entirely new way of looking at the world and their role in it. Meaning is the new core product that people desire – it is the engine for value creation and sustainable growth. This opens up a whole new world of possibility for brands to explore to create more human meaning.
Get a copy of our new study on the future of commerce as a force for good.
Reimagining Consumerism As A Force For Good
Brands represent the value and meaning exchange between people and commerce. More than any other subject in the world – governments, NGOs or capital markets – it is brands that hold the emotional connections with people as they are a vital part of their everyday life fabric. Through their meaning, purpose and utility, they generate trust that in its scale and social impact isn't comparable with any other force in the world. Commerce if harnessed right can be the vehicle for creating a more meaningful, sustainable, humanistic, equitable and prosperous future.
Achieving these new sustainable goals requires a perspective shift. We need to shift the business narrative from people serving brands as consumers to brands serving people as human beings to add meaningful value to their lives and elevate human wellbeing. To create this meaningful value, brands must respect our complete humanity and the environment we all share.
This requires brands to take the focus off of themselves and instead see people as the agents of change in the world – and empower their real-world behaviours by becoming not their friends, but allies to their authentic needs, values and identities. This is how the brand purpose will finally become real: not just stated but demonstrated. By acting as catalysts of meaningful change in the world, brands can use the immense social power that they hold as a force for good and growth: for people and the planet.
Reimagining The Future Of Business And Brands
Powered by meaning and the return to our shared humanity
Reimagination is the new disruption in business today that sets off the next era of business for a better shared future. More often than not, innovation is hiding in plain sight. The problem is: we cannot see it. That is until we adjust how we look at the world. This is what our 3-step change program offers to brand and business leaders.
We will help you shift your perspective on brands, unlock new forms of human value for meaningful innovation, and envision how it all comes together into one meaningful brand ecosystem for sustainable future growth. The key to creating radically new value isn't doing different things, but doing things differently.
Reimagine your brand and business future with our 3 simple steps:
1 Shift Your
Every change starts with a new perspective. Change how you look at the world and you'll change what you see as possible. To create a different outcome, you need to adjust how you see your brand.
You want to innovate, change, do things differently and have better results. What's standing in the way? An old mindset, belief system, or perspective that no longer holds true. To create new value, you need to change how you're looking at the world, adjust where you're looking from, and incorporate a new understanding of the world and your place and role in it.
The future of brands lies in a simple yet profound mental shift: from seeing people as consumers who are here to serve brands to understanding that brands are here to improve people's lives, elevate human wellbeing, and serve the planet.
In this first step, we will help you shift your perspective so you can see the world in a different way: as a place of infinite possibilities to create new and more human value for your customers, employees, and stakeholders. The only way you can move forward towards a shared goal is if you all see, feel and can touch the same thing. You need to have a shared experience to get on the same page. We can help you do that.
2 Unlock New Forms Of Human Value
Seeing your brand differently is not enough. With a new view of the world and your place in it, you can now unlock new forms of human value to be meaningful and relevant to what people desire today.
The old boxes of consumer behavior and understanding value as strictly transactional are no longer enough. Brands today need to connect with people authentically to meet their essential and higher needs for self-expression, identity creation, connection, meaningful experiences, real improvement, belonging, global citizenship and being a vital and active part of the world.
What we call Great Resignation is really Great Awakening. The COVID pandemic has served as a catalyst for our collective awakening to realize what we really want in life. This is why consumerism is hitting its limits today. People don't want to consume anymore; they want to consume what is good for them from brands that care about their wellbeing. They look for brands that deliver meaningful value that improves their lives and can serve our complete humanity.
In this second step, we will help you envision new forms of human value that can create more meaning in people's lives, are aligned with your brand values, with what people crave today, can revolutionise your industry, unlock new markets and new consumer audiences worldwide, and generate a new source of revenue.
3 Build A Meaningful Brand Ecosystem
Bring it all together and create one meaningful brand ecosystem that streamlines value across the world. Find out how you can leverage your brand values and create new synergies for meaningful growth.
Now that we've shifted your perspective and envisioned new forms of value for your brand, we will help you bring it all together to create one cohesive meaningful brand ecosystem. Having a clear understanding of how this new and more human value helps you achieve your brand goals, deliver on your vision and purpose, and maximize meaning across your entire ecosystem is critical to accelerating meaningful growth.
Whether it's streamlining meaning creation between your global master brand strategy and regional units, finding new pockets of insights and change across local markets, or streamlining new meaning across all your communication channels to create a consistent presence, we will help you find the most impactful way for how you can maximize meaning in your ecosystem.
In this third and final step, we will help you unlock the hidden synergies within your brand ecosystem and streamline brand meaning so that you can make the desired social impact in this world real – not just stated but demonstrated through adding new and meaningful value to people's lives.
Reimagine your brand and business future with one strategic intervention to maximize meaning and accelerate growth.
For more information and our next availability, please email us below.
This program is designed as a 3-step strategic intervention for brands and organizations. We aim to help you unearth, maximize and streamline meaning across the entire value ecosystem to maximize your brand value and equity. You can also book a 1-day workshop to go in-depth on any individual step for a more focused and localized result. Contact us for more information and to discuss your current business needs and overall strategic direction. Your program leader will be Dr. Martina Olbert, CEO of Meaning.Global.
Why Is Meaning Important In Business?
Meaning underpins the new business narrative as we lead organizations into a more sustainable future where serving our shared humanity becomes the top priority.
The 21st-century economy is the economy of meaning. In today's noise-driven world full of social, cultural, political, environmental, and technological disruption, it is easy to lose sight of what is truly important: what holds real value in time, what truly matters to people. When things don't make sense to us anymore, they can't retain their value. And so meaning is quickly becoming the new most valuable currency in business.
We are now coming to the edge of the old story: the 20th-century business narrative that held things in place for the last 100 years. The old narrative of business doesn't make sense anymore as we move out of the pandemic and into the new normal. We need a new business narrative for the new world. We need to shift the narrative from people serving brands as consumers to maximize their bottom line to brands serving people as human beings – as allies to their real needs and desires – to add real meaningful value to their lives that elevates our collective human wellbeing. When brands and businesses connect with people in the same way that they connect to themselves – through meaning – they can achieve real authentic connections with people that will last.
For the next chapter of business, we need to realign how we create value and what value we create for the betterment of our shared humanity. To make business meaningful again, we need to rethink the very foundations of business: how it works, what value it creates, how and for whom. This will allow brands to generate real value for people as opposed to imaginary value fuelled by brand aspiration, illusory purposes, wishful thinking, data obsession, and profit generation for profit's sake.
We need to rediscover our forgotten and long-neglected human needs and put them center-stage in our future business endeavors. We need to put humanity back in business to make business and brands meaningful again.
Meaning needs to be at the core of value creation because it is the core of our value exchange. People value meaning – we connect with brands based on our own values, beliefs, desires, feelings, and identities. We don’t buy brands; we buy what brands represent. We consume what they mean to us. And so if brands desire to authentically connect with people in the future, they will need to revisit their own meaning.
Brands and businesses are living dynamic ecosystems of meaning. To make their value sustainable, we need to start seeing brands in a real-world context. The value of brands is always interdependent – it is tied to society, culture, politics, environment, health, security, human wellbeing, happiness, and prosperity. At their best, brands can become powerful catalysts of social and cultural change – as forces for good and meaningful growth. Learning how to cultivate this power consciously will be the next frontier of business in the 2020s and onwards.
Meaning.Global was founded in 2017 with the vision to offset the widespread meaning crisis in the industry by helping brands and organizations understand their own meaning. Our mission is to bring meaning back into business and lead business back to its original purpose: adding meaningful value to people's lives. To move business beyond just profit generation, business value must become human value first. This is how we can together shape a more meaningful and sustainable future.
How We Help Brands And Organizations Create More Meaning
We advise some of the world's most influential corporate, consumer and luxury brands on meaning creation, business reimagination, meaningful strategy, cultural relevance, and brand ecosystems. We also educate via thought leadership, keynotes, workshops, and guest lectures.
Brands and businesses grow their value through meaning – through the symbolic, functional, emotional, mental, social, and cultural value that people want to connect with, care about and crave in their own lives to feel better about who they are and how they live. For brands to grow sustainably and turn their values into long-term equity, they need to create meaning in people's lives. But to create it, they first need to know what that meaning is. This way, brands can build new authentic connections with people based on what matters to them.
Think we can help?
Book a strategy call to diagnose and discuss your brand meaning.
How we work with our clients:
Humanistic innovation to create new forms of human value for brands
We will help you understand how the global shifts in culture and human behavior impact your business and brand and incubate new ideas to unlock new forms of human value, tap into hidden opportunities and create new consumer audiences. We will make you see where the consumer meaning is shifting and identify new spaces for future investment, business expansion and growth.
Meaning-driven strategy for brands, business organizations and luxury
Creating meaningful value for people is the future of brands. The best brands in the world help us unlock our human potential and connect with ourselves to become more of who we already are. They act as allies to our authentic sense of self, essential human needs and values. We can help you realign your brand, find this human meaning and bring it to life.
As the world's leading 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.
Pamela Danziger, Luxury Author, Researcher, Senior Columnist For Forbes.com
Brand diagnostics for strong and culturally relevant global brands
Brands wanting to have a real social impact need to be mindful of the role they play in culture because the way they depict themselves in cultural themes becomes a part of their equity. they are not immune to the consequences of their positioning. Brands are not neutral – they have a vested commercial interest. Cultural relevance is always at the intersection of brand, cultural and consumer meaning. Connect with us to find out if your brand is relevant or not.
Leverage your meaning to create one sustainable brand ecosystem
Meaning is everything to a business today because meaning is the cornerstone of a sustainable brand and business value. Without understanding how to create and manage meaning, brands and organizations are robbing themselves of the opportunity to become a platform for social impact by giving people the value that they desire. We will help you unlock your hidden value and create a meaningful brand ecosystem.
Martina presents a clear roadmap for how brands can ensure they are not engaging in purpose-washing, but rather authentically engage with consumers as humans. The thought leader we need for the '20s and beyond.
Dr. Giana Eckhardt, Professor of Marketing, King's Business School in London
New thinking and human foresight: Inspire change with a new POV
New thinking is the prerequisite of new doing. We cannot change how we do things in business and move toward
a more meaningful and sustainable future if we lack the insight, knowledge, and understanding to do so.
Dr. Martina Olbert is available for corporate thought leadership, research and foresight projects, syndicated papers, op-eds, publishing, and education projects.
Keynotes & Lectures
Shaping A Better Future: Inspire your audiences with new ideas
The future of business is headed toward serving our complete humanity and the planet. Brands have a big role to play in our transition to a more meaningful and sustainable future. But first, we need to shift the narrative from people serving brand needs as consumers to businesses serving human needs to elevate our collective wellbeing. This is how we use the immense social power of brands as a force for good. For all talks, see Speaking.
What Is The Value Of Meaning In Business?
Read our most recent articles, reports, market analyses, conference talks, podcasts, and media commentaries on the value of meaning in business strategy, marketing, sustainability, and the future of conscious consumption.
Meaning.Global New knowledge article – June 2021
EXPO Dubai Global Sustainability Goals Week – January 2022
Meaning.Global New knowledge article – June 2021
Forbes feature on Meaning.Global – January 2022
Branding Strategy Insider – January 2022
Meaning.Global Business Foresight Paper – October 2022
ELUXE magazine – April 2021
Meaning.Global Luxury Foresight Paper – June 2019
Ask Martina for advice on:
How to create more meaning • Humanistic Innovation
• Brand and business strategy • Leveraging your brand ecosystem • Human foresight • Cultural shifts •
Consumer behaviour • Sustainability • Diversity and Inclusion • Cultural relevance • Purpose • Meaningful Communication • Corporate Thought leadership •
The new meaning of luxury • Conscious Consumption
Founder and CEO
Dr. Martina Olbert
Martina is the world's leading expert on creating meaning in business, known simply as The Meaning Expert™, recognized by Forbes as the 'global authority
on brand meaning'. She is a business visionary, thought leader, strategy advisor, humanist, futurist, author, speaker, consumer psychologist, and social scientist.
As the CEO of Meaning.Global, she helps brands and organizations envision
new future possibilities for innovation, value creation and growth as we move toward a new sustainable economy where aligning with our humanity is a must.
She focuses on how the social and cultural shifts redefine our perception of value today and helps companies capitalize on this shifting socio-cultural context to create new meaning in people's lives. Martina works with organizations to uproot their legacy beliefs and mindsets and shift their perspective to see the world anew: as a space of infinite possibility to create new forms of human value that can elevate our collective wellbeing, and serve our complete humanity and the planet.
Her core effort is to realign business with humanity so that we can start seeing business in a new light: as a creative expression and a discipline that respects and serves our own humanity, not as a rigid system where humanity is an afterthought.
Her vision is to use the immense social power of business and brands as a catalyst for global social, cultural, economic and environmental change to accelerate a transition to a more meaningful, sustainable, and humanistic future.
Martina gives expert advice on meaning, brand and business strategy, strategic innovation, human foresight, sustainability, diversity, value creation, growth, consumer behaviour, trends, and societal and cultural shifts to some of the top companies in the world. Her clients include banking and finance, investment fund, private equity, fashion and luxury houses, travel, hospitality, a social impact start-up, social enterprise, NGOs, a presidential candidate, tech, telco, media, professional services, education, medical, pharma, and consumer goods.
She is a global keynote speaker represented by Chartwell Speakers in London. She spoke at client events, conferences and business schools in Europe, North America, LatAm, Africa, the Middle East and Asia. Her insights are frequently published in global media publications like Forbes, BBC, Newsweek, WARC, Campaign, Vogue Business, Luxury Daily, Jing Daily, Branding Strategy Insider and the American Journal Of Consumer Research. Thinkers360 called her the Global Business Thinker on Sustainability, Marketing, and Ecosystems To Follow In 2022. She is the author of 'Reimagining Consumerism As A Force For Good' and the globally acclaimed 'The Luxury Report: Redefining The Future Meaning Of Luxury'. She is currently working on her new book entitled '
Humanistic Realignment In Business' which will come out in 2023/24.
Her education includes The Science of Wellbeing at Yale; Political Journalism,
and Political and Economic Systems at Georgetown University; and Media, Communications and Consumer Cultures at the University of Glamorgan, UK.
She holds a doctorate in Media Studies from Charles University in Prague. She
is passionate about social progress, humanistic capitalism, conscious business, human growth, meaning-making, the human mind, and elevating our collective consciousness and human wellbeing as the driver of a positive global change.