Brands are becoming ever more explicit about the connection they see between purpose and sustainable profit. With conscious consumerism on the rise it makes commercial sense to focus on ‘purpose driven brands’.
Yet, amid accusations of greenwashing, how can shoppers be confident these brands really do have sustainability at their heart?
One company betting big on purpose is Unilever. In January the FMCG giant announced it was ramping up marketing spend on its “explicitly purposeful” brands, a decision backed by “extremely strong data” showing the link between purpose driven brands and both short and long-term growth.
Several of these brands, including Ben & Jerry’s, Pukka Herbs and Sundial, are also certified B Corporations. B Corps are businesses that meet high standards of verified social and environmental performance, public transparency and legal accountability to balance profit and purpose.
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