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Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.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.
Bacardi’s four-stage plan to get through lockdown and beyond
Molly FlemingThe drinks company has tried to react to changes in consumer behaviour brought on by the coronavirus lockdown
Inside Virgin Money’s plan to build a consumer, not just a bank, brand
Sarah VizardVirgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
Keith Weed on why brand collaboration is needed ‘for the greater good’
Molly FlemingThe Advertising Association president and former Unilever chief marketing and communication officer discusses the government’s ‘Enjoy Summer Safely’ campaign and the positive changes companies can take from Covid-19.
How one startup is leading the fight against food waste
Ellen HammettToo Good To Go hopes it can make people feel as emotional about the issue of food waste as they do plastic, and that Covid-19 will change people’s relationship with food for good.