Identify a group of people that matter to you.
It could be a group that uses your product. Or another that is affected by it.
You might even pick the people who make the thing, like the farmers, factory workers or founders of the company.
Now show the world what they go through and why they do what they do.
Talk about what it’s like to walk in their shoes, see through their eyes and share their deepest fears, beliefs and desires.
Convince everyone that this group is special, deserving of attention, understanding and sympathy.
Forgive them for their mistakes and absolve them of their sins.
Give them permission to carry on.
Position your brand as a clear supporter of their cause.