Pragmatic purpose: There’s more than one way to save the world

Having a purpose isn’t enough for many sectors, it’s now about what you do with it – creating a need for pragmatism when planning purpose, say Rival Spark.

Purpose is a nearly ubiquitous word when it comes to brands, as a discussion rages in the industry around whether we can, as businesses, sell and do our part to help the world. As corporate giants like Unilever, declaring every brand in the portfolio must be purpose led, and Procter & Gamble, attempting to balance being a ‘force for growth’ and a ‘force for good’, tackle purpose – it’s easy for every brand to feel as if they have to instantly jump into the fray with the same level of enthusiasm.

However, before assuming everything has to be rethought to...

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