Financial Times launches new brand campaign aimed at perils of capitalism

Capitalism is under attack. 

That’s no secret. But what to do about it?

The Financial Times has come up with a shiny new brand campaign called The New Agenda that launches today with a bright yellow banner stating “Capitalism. Time for a Reset,” then in smaller type: “Business must make a profit but should serve a purpose too.”

The publisher’s first major brand campaign since the global financial crisis, the New Agenda will position the FT at the forefront of debate about the disruption of established corporate and economic models and what should come next, says a press release announcing the new venture. 

Introducing the concept to FT readers, editor Lionel Barber said: “The liberal capitalist model has delivered peace, prosperity and technological progress for the past 50 years, dramatically reducing poverty and raising living standards throughout the world.

“But, in the decade since the global financial crisis, the model has come under strain, particularly the focus on maximizing profits and shareholder value.  These principles of good business are necessary but not sufficient. It’s time for a reset,” he continued.

On Sept.18, print copies of the FT will be wrapped with the highly visible yellow banner announcing the new concept. On the same day, the publisher will make FT.com free to read globally for 24 hours in what it calls FT.com Open Day, when new readers are invited to explore the FT’s journalism online.

Finola McDonnell, FT’s chief communications and marketing officer, said: “Our readers want a guide to the risks and opportunities that disruption brings. But they also want to be challenged: The FT has the authority and credibility to ask fundamental questions of business and, with this campaign, we are highlighting the choices that will determine the future of the economic order.”