In a time of economic uncertainty, brands are trying to increase their cultural and civic clout. This report discusses the drivers behind the shift towards Civic Brands, and brings together recent case studies and statistics.

CoverGirl’s advert ‘#GirlsCan’ features the world’s most influential women calling for female empowerment. It's another example of brands using 'feminism' as a marketing tool, and features well-known celebrities.

Companies are beginning to look at ways of encouraging consumers to respond with gestures as well as words, as the rise of gestural marketing sees brands seeking new ways of showing that they understand the needs of their audience.

Kenco has announced a new scheme that rewards customer loyalty - with a twist. Customers can collect points from Kenco jars and choose to donate to one of two charities that support coffee farming communities. It's an effort to heighten Kenco's ethical credentials.