Business and politics don't usually mix. But brands seeking to matter in culture today – and grow as a result – should not overlook the importance of adopting a consistent and credible record of action and advocacy on a focused issue.

“We don’t do politics.”

We hear it all the time. Keeping up with the ever-shifting expectations around how brands should (or shouldn't) engage with social and environmental issues can feel overwhelming—even pointless.

It’s understandable when business and brand leaders give up on giving a f**k. But what may seem like the path of least resistance is unfortunately the road of least resilience.

There’s a unified belief across the political spectrum that our institutions – including business – have rigged the system. More than 90% of Americans think companies bear a responsibility to actively promote an economy that serves everyone. Very few people think companies are doing this well.


Here’s the truth:

  • Nobody wants to buy brands that dance to the daily discourse, pushed around by prevailing winds. Being a wallflower is even worse.

  • Everyone wants to support and champion brands with a strong sense of identity, a clear and focused point of view, and the confidence and commitment to act on it.

Embracing advocacy that’s perfectly tuned to your unique business objectives unlocks a new realm of engagement and growth.

WHAT IS BIG FUTURE?

Big Future brings unmatched experience at the nexus of business, advocacy, politics, and brand communications to support leaders and teams in building focused, durable, impact-driven advocacy platforms that accelerate business strategy and improve brand health, while connecting with your audience and their core values (and anxieties). This work deepens existing relationships – and sparks new ones.

Our work advising and leading some of the world’s most admired advocacy-oriented brands and organizations has consistently driven credible impact, sparked cultural resonance, strengthened influence and reputation, built resilience for the next crisis, and supported sustainable financial growth.

Adam Fetcher has a proven track record of helping brands unlock growth through focused and consistent impact and advocacy strategies – activated with breakthrough messages that resonate in culture.
With a career spanning a number of Fortune 250 companies, Eric Raymond aligns business goals with meaningful action and clears the way for companies to meaningfully engage on societal issues and cultural movements.

Adam Fetcher
Co-Founder

Eric Raymond
Co-Founder

We help you enter the arena. thoughtfully.

What we do

A proven process to help you find your brand’s footing and step into the arena with confidence

There's a sweet spot in issue advocacy for every business. With a deep understanding of the landscape of social and environmental issues – and up-to-the-minute political and cultural dynamics – we'll help you illuminate a focal point that will stick.

Find your focus

It’s not easy to make the complex simple, but there’s a sweet (and sometimes elusive) spot where your core economic engine connects with urgent needs in society. Finding it requires deep analysis, insights from key stakeholders, and an extra-sensory understanding of culture and communities. That’s where we excel.

Credibility means investing in concrete, tangible action in support of organizations on the front lines of any given movement. We'll help you understand the ecosystem and learn how to add real value – giving yourself a foothold to relevancy.

make it meaningful

Credibility means contributing meaningful value to the movement through direct support for frontline groups and communities. Once you’ve tied your brand to the right advocacy terrain, it’s time to invest in impact – with our expert guidance. This is your foothold to relevance with employees, customers, media, and more.

Mobilizing and activating your audiences is a vital step in your brand's advocacy journey. Not only does this deepen relationships with key internal and external audiences, but it drives outsized impact through collective action and shared identity.

mobilize & Activate

When you tap into a genuine need, everything clicks into place. Turn a few simple dials within your organization to get your advocacy platform moving – the first steps are the easiest and most energizing. The result drives business growth, consumer and employee engagement, and buckets of goodwill.

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build your
advocacy platform

Achieving the benefits of a focused, consistent and durable advocacy strategy requires – and builds – credibility. For businesses, credibility demands humility, relationships, real commitment (even if modest, at first), and sweat equity to show you’re here to stay. The result? Beloved brands with emotional and cultural resonance.

ingredients for successful advocacy:

1. agenda

What change are we trying to make?

Should be tightly focused and relevant in the news and public discourse – and it must connect with a bright line to the brand’s core business and product.

2. action

What direct value can we bring to frontline groups?

Can include philanthropy, product donations, creative resources, influence, marketing space – or, ideally, all of the above.

3. amplification

How can we act as a megaphone for the movement?

Strongest if we demonstrate a willingness to use high-priority channels typically used for selling.

4. engagement

How can we get our audiences involved?

Includes plans for how customers or fans can join us on an ongoing basis, and get activated during campaigns and/or flashpoints.

Get in touch

Let’s talk about your advocacy aspirations – and/or anxieties! We can help.