Joseph Thavaraja

01 Sep 25

Did you buy that pack of cheese for its cost, quality, or the trust in its brand?

We mostly decide to buy a brand based on its cost or quality, and less so on how much we “trust” it. “Brand Trust” used to be a less important factor when it came to purchase consideration. But not anymore. When the recent 2025 Edelman Trust Barometer – Special Report on Brand Trust asked respondents […]

21 Jul 25

What does the Comms Industry utilize to crack the ‘measurement and revenue impact’ code and finally ditch AVE?

What does the Comms Industry utilize to crack the ‘measurement and revenue impact’ code and finally ditch AVE? Finally, there’s light at the end of the old ‘dilemma tunnel’ of measuring impact of PR and Comms on the company’s bottom line…or at least, on getting ‘more leads.’ Measuring the impact of PR and communication outputs […]

01 Jul 25

A twist in brand trust amid a global trade war and middle east turbulence knocking on your door

As a new global turbulence brews amid Middle Eastern clashes, tariff wars and socio-political upheavals in the West, brands are expected to feel the pinch. It’s important for PR and communications industry to understand the new trends within the industry on brand trust. Brand trust is a key purchase decision factor for any decision. Philip […]

17 Jun 25

Some companies are undeterred by DEI gloom, even becoming DEI champions!

Despite 2024 leaving a bad taste for DEI with several leading companies distancing from it, and 2025 is forecast as a gloomy year, many other adherents have not distanced themselves from their DEI commitments. In fact, some companies appear to sustain the DEI cause with a passion, with no seeming slowdown in their commitments come […]

29 Apr 25

Latest DEI study amid ‘2024 backlash’ packs unexpected results, sends mild shockwaves.

Despite 2024 feeling rather bad for DEI (a trend that began in 2020) and 2025 appearing to be not much different, it would be premature to conclude that DEI is turning out to be an abandoned practice. The good news: A surprising number of companies are happily continuing on DEI. A quick peek at the […]

09 Apr 25

Beyond ESG’s ‘bureaucratic’ outlook: The allure of ‘sustainability’ to the markets

Consumers increasingly go for environmentally and ethically sustainable products. A 2020 McKinsey US consumer sentiment survey showed more than 60% of respondents preferring to pay more for a product with sustainable packaging. A NielsenIQ study found that 78% of US consumers saying that a sustainable lifestyle is important to them. ESG’s beginning traces back to […]

20 Mar 25

A type of ‘washing’ that does not clean the brand…

58% of Forbes 2000 companies’ climate policy “at odds with net zero goals” Greenwashing is a major challenge in ESG reporting. Greenwashing is when a brand/company shows that it’s more environmentally friendly than it really is. Greenwashing has become a major concern in today’s consumer world due to ESG being heavily promoted by brands to […]

07 Feb 25

Costco shareholders overwhelmingly endorse company DEI

Costco’s battle to preserve its DEI policies against a backlash has been overwhelmingly supported by company shareholders as they approved the DEI policy on January 23. AP reported that “more than 98% of shares voted against the proposal.” “Costco shareholders just destroyed an anti-DEI push” reported CNN on January 24. CNN quoted Lindsey Stewart, director […]

27 Jan 25

Apple triumphs over sudden anti-DEI storm

The well-known tech giant Apple has bravely defended a shareholder proposal from National Center for Public Policy Research (NCPPR), which called to abolish Apple’s DEI policies. NCPPR said Apple’s DEI policies pose “litigation, reputation, and financial risks”. Apple needs no introduction. By mid-January 2025, it stood as the largest company in the world by market […]