Why should marketers care about 'purpose'?
Paul TwivyCore Purpose
'Purpose' is the way forward for business and marketing directors must get on board, says Paul Twivy.
In 2015, 'purpose' is everywhere. It's a key part of the Marketing Society Manifesto. The new president of the IPA made it the centrepiece of his inaugural speech. Global PR companies are falling over each other in the rush to measure purpose. The MSL Group has created the PurPle Index, designed to rank the Fortune Top 100 companies on the basis of the level of participation in those companies' purpose-based initiatives. Burson-Marsteller has...