Purpose helps the Co-op to a new revenue high | WARC | The Feed

Following a 2019 rebrand, The Co-operative Group broke the £10bn revenue barrier for the first time in 2020. Not only did its online shopping offer take off, there was also significant growth from its 2,700 food stores and its 900 funeral homes as well its insurance business.

Why it matters

Consumers increasingly expect brands to be purpose-led and so messaging needs to be adapted to show customers that the company cares as much about key issues as they do.

Takeaways