The power of purpose is at the corporate, not brand, level
There is a current belief that marketing for good can be good marketing. I say 'can be' rather than 'is' as it depends on the skill of the marketer and the appropriateness to the brand.
Often corporate social responsibility has turned out to be bolt-on rather than intrinsic to a company's conduct. Enron and Volkswagen were both lauded for their efforts on CSR while some in their companies were showing great irresponsibility.
To overcome this limitation, the emphasis is now more on purposefulness, of which sustainability is...