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The notion of purpose is different from sustainability or responsibility, as Alastair Colin-Jones and and Yassine El Ouarzazi, of Economics of Mutuality Solutions, discuss in a new WARC series.
Why it matters
Putting purpose into practice is not easy due to the persistent confusion between responsibility and purpose, which prevents focusing on the right activities and strategies.
This is part of WARC’s Purpose Incorporated: A primer for brands in APAC series tackling the complexities and nuances of how brands can go beyond profit to do good and do better in the Asia-Pacific region.
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