The impact of this year, culturally, politically and socially, has thrust businesses under the spotlight. It has highlighted their successes and failures when it comes to diversity, fighting prejudice and protecting the environment, calling everything they do into question.

Today, The Aspen Institute announced its 12th class of First Mover Fellows. The class brings together some of the most cutting edge corporate social intrapreneurs, committed to delivering business value alongside meaningful social and environmental impact.

The introduction of COVID-19 has presented an opportunity for us to reassess the way we live our lives, ethically, morally, mentally, physically. With the world united in a common fight for health and survival, it has clarified the intolerable injustices that attempt to divide us.

By looking to sectors outside of your own and applying their approach and business logic to your offering, Challengers will be able to innovate in the same way Microsoft has here.

Consumers trust other consumers more than they do your brand. It’s a simple statement but one that should get you thinking about the approach you’re taking to your Challenger Brand marketing, and make you question whether or not you should be introducing User Generated Content, or UGC, into the mix.