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.
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 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.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
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