Insights for navigating uncertainty and fostering optimistic solutions.

Shifting perspectives for a brighter future

The thing about being optimistic is that it’s the best chance we’ve got at progress and building anything good. In a world full of complicated issues, resilience and a positive outlook can make all the difference. 
Chief Strategy Officer Morgan Holt shared his perspective with Management Today on why brands making promises with optimism aren’t naive, they’re the ones built to have the most impact. 
Brand promises help shape the stories we tell as a society and play a crucial role in promoting positivity, even while facing adversity and scepticism. Morgan explains how brands can set a good example by delivering real solutions and motivation rather than just words.
These ideas and values are reflected in <a href="https://saffron-consultants.com/journal/saffron-reports-into-the-bright" target="_blank" rel="noreferrer noopener">Into The Bright</a>, a platform for connection we launched last year to encourage constructive and positive discussions within design and branding, inspiring new solutions to global problems.
The goal is to offer hope and guidance for businesses looking towards a brighter future as we face uncertainty with strength and optimism.

Why brands need practical optimism

Related links

The impulse of a new generation

AI on tap, creativity on top

Saffron named top studio of 2025

Why brands need practical optimism

Related links

Related work

The impulse of a new generation

AI on tap, creativity on top

Saffron named top studio of 2025