Brands struggle to sustain ‘purpose’ commitments
As high-profile brands such as Apple, Diageo and Johnson & Johnson fall out of the top 100 for ‘purpose’, it seems many companies are flirting with the idea and not following through.
Consumers are willing to pay more for purposeful brands
Michelle KeaneyConsumers are starting to put their money where their mouth is when it comes to responsible consumption, says Michelle Keaney, partnership director at The Marketing Academy and founder of Three Point Zero.
3 Comments
How marketers can put social purpose into practice
Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
1 Comment
Ben & Jerry’s: Why standing for a cause can build stronger customer bonds
Charlotte RogersHaving a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
‘Timely, timeless, never political’: Why HSBC is evolving its brand purpose
Manny PhamHSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
B2B, values, convenience: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Marketing Week Top 100 2021: The top marketers in food and drink retail
Marketing Week ReportersMarketing Week reveals the top 10 marketers in food and drink retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Nike, The Guardian, Cadbury: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.