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Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.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.
Pricing and payback: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Moonpig’s focus on payback to the growth of Ella’s Kitchen, it’s been a busy week. Here is my take.
Industry welcomes delay to junk food ad ban but claims it is still the ‘wrong policy’
Lucy TesserasAdvertising groups still believe the proposed ban on pre-watershed junk food ads will do nothing to tackle the root cause.
One marketer on the power of a ‘sink or swim’ mindset
Molly InnesTaking on challenges and making strategic moves has helped Paws Group CMO Richard Clark forge a career from Boohoo and Feel Unique to Nationwide and IBM.
Is ChatGPT the next big threat to Google’s dominance in the AI market?
Mark RitsonCan ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?