Why Galaxy is making brand purpose its ‘number one priority’ this year
Brand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
Galaxy is launching the first UK campaign under its new brand purpose, as it makes putting purpose at the centre of its brand strategy its “number one priority” to this year, according to UK brand director Victoria Gell.
Introduced last month alongside a global campaign, Galaxy’s brand purpose is to empower women within cocoa growing communities and its retail markets. The brand has pledged to help 1 million people thrive by 2030.