Meaningful marketing: A brand utopian world
Sara de DiosHavas Media
People now expect brands to improve their lives, their personal wellbeing and that of their communities and society at large, which requires a new marketing model.
Meaningful marketing connects brands with a positive mission to improve the quality of life. This can be a positive impact on the environment, societies and communities as well as how they improve individual quality of life (such as happiness, health, mood, self-esteem etc).
The traditional economic and marketing model that drives us to consume more is under threat. Studies show that economic gains...