Introducing Movement Thinking: A simple framework for activating your brand’s purpose

Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.

We’re living in a new social climate, a new age of consumer activism. It seems whatever consumers believe in, they’re more adamant about it than ever before, and more willing to act on their strongly held beliefs. A 2020 survey revealed that 70% of consumers say it’s important for brands to take a stand on social and political issues, up from 66% in 2017.1 A recent Weber Shandwick study found that 83% of respondents agree “It is more important now than ever to show support for companies that “do the right thing” by buying from them.”2...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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