Jon is Co-founder of BrandCulture and a pioneer in wedding the disciplines of strategic branding, culture development and interdisciplinary design united in Shared Purpose. Jon is also Co-founder of Synthetic Acumen and ResearchGOAT, a Gen-AI platform that automates the process of qualitative research. And most recently, Jon is Co-founder of Super South | Summit for Sustainable Innovation and Impact.
Christian is dedicated to the proposition that the road to circularity runs through brands and looks forward to a future that is aspirational and delightful for everyone. He has held leadership positions at Google, JetBlue, McKinsey and a number of technology startups. Christian holds an MBA from Duke University, an MSFS in International Business Diplomacy from Georgetown University and an AB in Philosophy from Colgate University.
The Moment Values Turn into Movement
What does it mean to be a good person in 2026? There used to be a kind of benign positive value in passive acquiescence, not rocking the boat or baiting the bear. Causing friction was seen as a negative thing. Dinners among folks with different beliefs were convivial, if a bit bland, with controversy safely confined to television and the debate stage.
Now, friendly passivity is no longer enough. We can’t just rely on convenient actions to live virtuously and add value to our communities. Defending humane, democratic values calls for intention: specific action that often creates friction, and yes, demands sacrifice.
Our culture is changing, and our values are too. Standing up for what we believe feels more vital than ever. Many of the most peaceful among us have become animated by the desire to make change, as ordinary people feel the urge to fight back. But what does that actually look like in daily life? What does it take to make change?
The Rise of Consumer Resistance
When we talk about resistance that moves the needle on the world stage, voting with our dollars (or pounds or euros, etc.) might be one of the most effective points of influence. As a growing number of citizens around the world feel dissatisfied with our political options, it’s starting to feel like our wallets are our only real votes; despite individual paucity, their collective aggregation amounts to something, at least.
Individual market leverage can be a powerful thing in a consumer driven economy. Canceling subscriptions, divesting from platforms and redirecting our money to organizations and companies that seem to match our values can feel like a powerful way not only to express our feelings but to tangibly impact corporate conduct and policy.
Word of these kinds of decisions spreads quickly on social media, leading to mass adoption. Think of the folks who boycotted Target after the store announced a rollback of their DEI initiatives, causing sales to stall and profits to plummet. Of course, it’s impossible to opt out entirely, but these movements are about pressure, not purity.
A sharper edge of consumer resistance is emerging through calls from voices like Scott Galloway to “resist and unsubscribe” by canceling, opting out and starving systems of the attention and revenue they depend on. It’s a reminder that in a consumer economy, money is speech. Where we spend and where we refuse to spend, sends a message that can’t be easily ignored. This isn’t about perfection or total withdrawal; it’s about coordinated pressure and sending a message. About turning ordinary choices into acts of consequence.
Of course, resistance through subtraction raises a more difficult question. What is it, exactly, that we’re fighting for?
Destroying is Easy. Building is Hard
Boycotts and divestment are an effective way to remove our support from harmful systems we believe are inconsistent with our values. But what replaces the realities we seek to dismantle? All too often, our focus is on the ending of an unjust reality, without any conception of the better future we would need to create to replace it.
This is where the vital role of imagination comes in, the place where most movements stall. We need to be able to name what it is, exactly, we’re demanding of the future, articulate our beliefs and hopes as clearly as we do our resentments. Destruction is fast, and there can be something satisfying about tearing down the old order. Creation and construction takes blood, toil, tears and sweat.
That’s what we’ve committed to do at Super South. We’re creating a time and a space for imagination, where connection and creation can thrive. A place to build, not just dismantle, to dream of a better world rather than lament the old. Environmentalists and sustainable innovation leaders have worked too hard over the past fifty-five plus years to let all their labor fall by the wayside. It’s time to dream bigger, build bolder, than ever before. And we can only do it together.
What Building Actually Looks Like
One example of values first building is using the open web to build a platform, rather than relying on easier to use but too easily co-opted existing algorithmically-driven infrastructure. Choosing Mastodon over X, Ghost over Substack, opting for open standards rather than algorithmic platforms. Remember, if you are not paying for the product, you are the product. Growth is slower when you work this way, but it’s also more sustainable. You position yourself to be values aligned and future facing in the way that matters most.
We need to practice, not simply preach, this kind of intentional decision-making to navigate this brave new world of action over passivity, creation over destruction. This is cathedral thinking, not purity politics. We’re living in a time when it’s more vital than ever for brands to act as leaders within a larger cultural context. Institutions and platforms can’t afford to be neutral anymore. When brands punt to avoid taking a stand, they lose a vital chance to connect. And yes, taking a stand will alienate some audiences, but as we have long asserted, great brands make tough choices. By trying to be everything to everybody, brands end up being nothing of particular value to anybody.
Brand behavior has become more closely linked with brand values. People are no longer willing to stand by and accept a neutral vision of the world. Clear-eyed, far-sighted leadership is now a necessity for brands seeking to stake a claim in an increasingly discerning consumer marketplace. Values first, systems-based thinking builds a brand, and a reputation, that is in it for the long haul.
From Boycott to Build
Saying no can be a satisfying starting point, but these days we’re all about hoping for yes. That doesn’t mean approaching reality with nonsensical optimism, a foundationless Pollyanna belief we are living in the best of all possible worlds. Neither does it mean becoming a prophet of doom, settling in with a bag of popcorn to watch the fireworks as it all comes crashing down.
We need to find a happy medium, a place where we can feel hopeful without being unrealistic, confront the difficult realities of the current moment without wanting to throw in the towel. We need to stand strong in our values and communicate them clearly so we can connect to like minded people who share our vision of a better way.
Everywhere, there are people building alternatives to old, outdated and unjust systems. You just have to know where to look. But we’ll promise you this: you’ll find them at Super South. Resistance may be an interesting starting point, but it is in these moments of creation that we truly articulate a vision of the world to come. It’s better, and harder, to build than destroy. And that’s exactly why it matters.
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