Trajectory co-launches civic brand practice

The practice aims to help brands engage effectively with local communities post-pandemic, taking an approach based on civic responsibility.

It will offer research and insight, including a community brand audit, strategic consulting, localised new product development and brand innovation, and monitoring and evaluation.

Prior to launch, the companies conducted research on consumer attitudes towards the role of brands in neighbourhoods.

The survey, carried out In February 2021 with 1,500 UK adults, found that 75% of respondents want brands to ‘do more’ in their communities, including ‘working with local people to tackle problems and achieve opportunities'.

Trajectory and Unity highlighted seven trends from the research: de-regulation of place; collectivism; home working; increased importance on leisure and green space; climate urgency; mercurial consumption and global v local.

Gerry Hopkinson, chief executive, Unity, who will be leading the new practice, said: "Historically, local engagement has not been a priority for big brands and for those at the corporate centre but the pandemic is likely to change that.

"Now is the time for brands to think differently about community engagement and to become more active partners with local government or other local businesses, as well as continuing the traditional philanthropic and charitable acts that support communities."