The convergence of brand purpose and data ethics

Outlines the six ways to effectively blend brand purpose and data ethics.

Jump to: Definitions | Where to start | Essentials | Key considerations | Further reading

The last decade has seen mounting consumer demand for brands to deliver greater transparency and societal value throughout their businesses. CSR has shifted from a siloed activity to being seamlessly integrated into brand comms, largely driven by sta and deliver positive social change for a better world. Brands that are doing this effectively are , outperforming their competitors and generating triple bottom line growth.

Brand purpose: An effective brand purpose articulates why a brand exists and the role it plays in society. Brands with purpose have a clear ‘social mission’ to effect positive change alongside sustainable brand and business growth.

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