The Power of Proximity: Driving Impact Through Culture

From the start, business in America has been about more than profit. Companies have long played a role in shaping civic life. Corporate responsibility isn’t just philanthropy or ESG reports. It’s about how decisions made in boardrooms, supply chains, and storefronts ripple out into communities. In today’s marketplace, brands are no longer judged by the products they sell alone, but by the cultural and social impact they create.

This conversation, led by Tracy Sturdivant, CEO and President of The League, and Tru Pettigrew, Founder and Chief Bridge Builder of Tru Access, will explore how companies can authentically connect with communities and drive meaningful change. Grounded in the Four Degrees of Cultural Proximity framework, the discussion will highlight the four dimensions of culture—social, cultural, community, and economic—to unpack how brands can move beyond surface-level engagement to real impact through cultivating genuine relevance with their consumers and communities. Attendees will walk away with a deeper understanding of how proximity to culture and intentional impact strategies can fuel brand growth, build equity, and strengthen long-term relationships with consumers.