Contributing to a greater good
Edward Martin, Mark Wolf and Katya Andersen
The intrinsic value of purpose-driven marketing.
As marketers, we spend billions of dollars each year trying to understand consumers all over the world – and even more trying to influence them through the various tools in our marketing arsenal. Unfortunately, it's becoming harder to do both. Few consumers want to take the time to complete a research survey, and they're becoming increasingly resistant to conventional marketing in the age of distraction. We are being ignored and challenged – at the same time.
So what is a marketer to...