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Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.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.
Waitrose’s Martin George on why marketers need to ‘be more magpie’
Michaela JeffersonMarketers cannot be an expert in everything, so instead they should home in on opportunities that excite them, advises Waitrose customer director Martin George.
Stella Artois on creating ‘psychologically safe’ spaces for marketers
Manny PhamStella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
The Marketing Academy reveals its 2021 Scholars
Michaela JeffersonThirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
Government accused of chasing ‘cheap headlines’ as junk food ad ban proceeds
Michaela JeffersonThe Government has confirmed that it is moving forward with its proposals for HFSS advertising restrictions, under which Cadbury will be unable to widely advertise its 30% reduced sugar Dairy Milk chocolate.