VERB co-founder Yadira Harrison tells purpose-led brands to show the receipts

Brands that talk about social purpose should be ready for Yadira Harrison to ask for proof. “Show the receipts,” said Harrison, co-founder of VERB. “What changed? Who benefited? What did the brand actually fund, commit to or continue doing after the campaign ended?” She is judging a social purpose awards category this year.

Harrison has more than 20 years’ experience in brand experiences and strategy. At VERB she develops campaigns and events for brands such as TikTok, Reddit, Zoom and Airbnb. Under her leadership the agency has won four Cannes Lions and been ranked in the Inc. 5000 three times. Her earlier work includes Airbnb Haus at Sundance and a reinvention of Macy’s well-known events.

Experiential from day one

Her own discipline is still often the last to be brought into planning. “Experiential is still treated like the last step, when it should be part of the strategy from the beginning,” Harrison said. “A great experience can build brand, community, content and business impact all at once.”

For 2026 she would invest in community-building “as a real business capability.” “People have more content than they know what to do with, but they are still looking for places where they feel seen, valued and connected,” she said. “The brands that can create that kind of relationship will have an advantage no algorithm can replicate.”

Harrison believes the same work should answer both short-term commercial pressure and the need to build the brand over time. “The best work should do both: give people a reason to act now and a reason to care about the brand later,” she said. “You cannot performance-market your way into being loved.”

Teams looking to succeed now should “make choices,” she added. “Too many teams are trying to say everything, reach everyone and do it all at once. The strongest work usually comes from being clear about what matters most.”

Taste and judgment

“AI is helping us move faster, explore more ideas and cut down on busywork,” Harrison said. “But humans still bring the taste, instinct, empathy and cultural understanding. AI can give you options. People still have to know what is actually good.”

The same discernment will mark out tomorrow’s leaders, who will need “curiosity, adaptability and good judgment,” she said. “Knowing what is new is easy. Knowing what is useful and what is right for the business/brand is the real skill.”