• by Tony Silber , Staff Writer, March 2, 2022

The Economist Group on Tuesday announced a new brand strategy that unifies its various business lines under a common mission and brand narrative.

The London-based company, which tracks its history back to the founding of The Economist newspaper in 1843, said in a statement that it wants to sync its four core businesses under a collaborative set of values and messaging, with a focus on three key sectors of systemic transformation: sustainability, health and globalization. Central to the effort is a centralized corporate website that ties all this together.

The site includes information on the group's mission and values, its governance structure, and its long-standing commitment to editorial independence. It also details commitment to newer values, such as diversity, equity and inclusion, corporate social responsibility initiatives and goals, and charitable efforts for The Economist Educational Foundation.

The latest corporate news and financial results are also available. The Economist Group reported revenue of nearly $413 million for its fiscal 2021, a decline of 3% from 2020. The group reported profits for 2021 of $55 million.

The new website ties together all four brands with a recognizable "red thread" design theme. It showcases its newest brand, Economist Impact, which is dedicated to helping businesses, governments and foundations drive change through research, events, media and partnerships.

The group’s other core businesses are The Economist, the noted business and culture magazine; Economist Intelligence, which combines data, analysis and forecasting to guide informed decisions by businesses and policymakers; and Economist Education, which offers online courses for executives and future leaders.

Kim Miller, the group’s CMO, notes that the company's "brand strategy, which centers our organization around four businesses with one standard of excellence, positions us for long-term growth."