For some time, we have sounded a drumbeat to advocate for partnership, a broad term that encompasses a wide range of partner types, from major media companies to influencers, loyalty communities, channel partners, and affiliates. Most companies are already active in at least some areas of partnerships – in a recent survey we conducted of more than 1,200 brand leaders worldwide, we found that 96% of retailers, travel companies, and financial services companies were active in partnerships.