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Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.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.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Government outlines plans to support brands and consumers through inflation
Niamh CarrollIn his Spring Statement, Chancellor Rishi Sunak announced a number of measures to ease the impact of the highest inflation rate in 30 years.
Boots on why marketing belongs to the whole business
Molly InnesFor a repositioning to succeed, it’s crucial to take the project “out of the marketing bubble” and engage the wider business, says Boots CMO Pete Markey.
Saga invests in expanded customer insight capabilities as losses narrow
Niamh CarrollHaving laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.