TOMS Shoes: five basic best practices for purpose-driven marketing
Geoffrey PrecourtWarc
When a powerful global house of brands like Unilever issues a mandate to turn all of its products over to purpose-driven marketing – with a goal, by 2020, "to help one billion people take action to improve their health and wellbeing" – it sends a keen signal that consumers are interested in more than whether a soap cleans your hands.
"Sustainability needs to be embedded at the heart of strategy," Keith Weed, Unilever's chief marketing and communication officer, has written. "To succeed here, we need...