It's been well-documented that consumers now more than ever care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89 percent of business leaders believe companies that lead with purpose have a competitive advantage in today's marketplace. In fact, 85 percent agree that being a purpose-driven brand drives profitability. The bottom line? In an increasingly competitive marketplace, a brand's contribution to society is, for consumers, the company's distinguishing characteristic.
Leading with purpose is not novel, of course, but, in the current climate, the marketing shift has been accelerating at a...