Patagonia

• DUBLIN, Ohio, Aug. 22, 2023 /PRNewswire/ -- Inc. has revealed that Cybervation, Inc. ranks No.
• 516 on its 2023 Inc. 5000 list.
• Many household name brands like Facebook, Chobani, Under Armour, Microsoft, and Patagonia gained their first national exposure as honorees on the Inc. 5000.
• This recognition showcases Cybervation's remarkable growth on a national level as well as its leading position in Ohio and the Midwest.

• And more recently, during Pride month (June), charities including the Worldwide Fund for Nature changed their logos to a rainbow to signal their LGBTQ+ allyship.
• But our recent research shows they could risk creating the perception of hypocrisy with such strategies.
• Charities that want to use brand activism need to be wary if they want to attract donations rather than backlash.

Charities need to adapt to survive

• After all, they are what is known in academic research as “higher purpose natives” – organisations with civic engagement at their core.
• Furthermore, the awareness and visibility of charities are diminishing – research shows fewer people are able to recall the name of a charity when asked.
• Charities are also constantly faced with the need to prove their legitimacy as the public raises questions about their transparency and trustworthiness.
• To adapt, survive and make sure their messages are also heard, charities can reposition themselves as movements and start to speak out to honour their core missions.

‘Brand bravery’ is essential to support activism

• Our new research shows that “brand bravery” is key to successful brand activism campaigns in the not-for-profit sector.
• Bravery means brands must stand up for – and communicate – beliefs and values, even if it requires courage and risk-taking.
• We found that, without brand bravery, brand activism negatively impacts donors’ actions and feelings towards the charity.

From ‘warm’ to ‘warrior’

• The humanitarian sector is perceived to have grown out of a colonialist and racist past, which has cultivated a “white saviour mentality”.
• When charities make the move away from being “warm” to being “warriors”, they are raising funds for their own causes.

• Airbus Perlan Mission II , the world’s first initiative to pilot an engineless aircraft to the edge of space, has successfully completed a flight test campaign in the U.S., clearing the way for an attempt later this year to set a new aviation world altitude record for manned, level flight.
• View the full release here: https://www.businesswire.com/news/home/20230502005975/en/
  After COVID-19 delays, Airbus Perlan Mission II stratospheric research glider returns to the skies to set 90,000-foot world altitude record.
• The pressurized Perlan 2 glider, which set the subsonic world altitude record at over 76,000 feet in 2018, set sail yesterday from the U.S. for the long journey to El Calafate, Argentina.
• Airbus began its title sponsorship of The Perlan Project in 2014, facilitating the completion of Perlan 2’s construction.

• "We are on a highway to climate hell," said UN Secretary-General Antnio Guterres in Sharm-El-Sheikh.
• Whilst tourism might not be the biggest contributor to climate change, its impact is significant.
• Unprecedented effects of climate change are affecting countries that welcome our clients, including India, the USA, the Maldives, South Korea, Cuba and South Africa.
• "But the bigger bottom line is that in the context of climate change, we need to be more responsible."