The Role of Brands in the Real World

It’s no longer possible to separate what a brand sells from the impact it creates.

In a world where hunger, inequality, the climate crisis, and misinformation are part of everyday life, positioning is no longer a differentiator — it’s a responsibility.

And responsibility cannot be outsourced.

It’s not about supporting a cause only in June, or hiring an NGO to sign a symbolic check.

It’s about transforming how a company acts, thinks, and relates to the world around it.

The audience has changed — and brands that seek relevance must keep up.

Today, communicating well isn’t enough. You need to commit.

Commit to genuine diversity — both behind the scenes and in what you deliver.

Commit to local impact — understanding the territories where you operate.

Commit to the future — not just to the next quarter’s profit.

At 037, every project begins with a simple but powerful question:

How does this improve the lives of the people involved?

Because communication can be persuasive — but it can’t sustain an empty discourse.

Every campaign, every story, every action must align with the values the brand claims to uphold.

We don’t want to be just good creatives.

We want to build alongside brands that understand that growing doesn’t mean forgetting those outside the bubble.

Responsibility isn’t an end-of-year corporate theme.

It’s what structures every decision — from the briefing to the delivery.

And if your brand still treats it as a separate department,

you might be playing a game that’s already outdated.