We are entering a new world of branding and marketing. It’s about human connection through kindness. While not quite an automatic parallel for profitability, our shifting values are beginning to reflect experiences over things. This is taking shape as the new aspirational norm is not conspicuous consumption but rather making purchase decisions based on a holistic sense of quality. The cultural shift to a kindness-based economy has become more than apparent with the emergence and resounding success of ideals based brands. From sports apparel to ice cream makers, companies are engaging consumers with the message of kindness by tapping into the soulfulness of the human experience.