Knowledge Bank




Brand purpose is now a core part of many companies’ strategies. But the questions remain: how well are they integrating it into their operations, and what are the consequences of doing it badly? Some are unconvinced of brand purpose’s role in an organisation’s success – notably Fundsmith investor Terry Smith, who called Unilever’s focus on sustainability and brand purpose “ludicrious”, linking these values to its financial underperformance. To win the argument that brand purpose is important to sustainable business growth, it clearly has to be treated as a fundamental part of the organisation, informing everything from employee engagement to shareholder value and product or service design. This new research, conducted by Marketing Week and Zone, reveals that the message has yet to be fully embraced. To realise the benefits leading organisations are gaining from purpose, brands must include all parts of their business in the strategy and, crucially, embed it in company-wide objectives and training.

*We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page. 

  • Information about how we use your data.

    For details of we use the information you provide to us, please see our privacy policy

    Information about how we may share your data with the sponsor of this content. This content is being provided to you on behalf of our sponsor. By clicking 'Submit', we may make available your name, job title, company and email address to this sponsor. It is in our and our sponsors' legitimate business interests to share this data with the sponsor: it allows us to attract the most appropriate sponsor for the content and to facilitate business-to-business communication between our sponsor and you. Our sponsor may contact you about their products and services.

    Alternative means of accessing this content. If you would prefer not to have your data shared with our sponsor, please send a stamped addressed envelope to Marketing Week – Client Services, Floor M, 10 York Road, London SE1 7ND and we will send you a copy of the content. In this case we may still let the sponsor know what company you are from, but we will not provide your personal details.