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.
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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Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
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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.
Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
Salary Survey 2023: Hybrid working dominates as brands rethink office life
Charlotte RogersWith 80% of marketers saying flexible/hybrid working is a key job characteristic, brands are still grappling with how to optimise the blend between home and office.
The most important part of AI is the human intelligence behind it
Catherine KellyArtificial intelligence is a powerful and exciting technology with the potential to revolutionise many industries, including marketing. However, human intelligence ultimately determines how effectively AI is used to drive real-life benefits.
Giving your brand a good death is an underrated marketing skill
Mark RitsonAlthough we never talk about it, marketers kill as many brands as we create, and doing so in the right way at the right time is crucial to business health.