Brands with purpose: Taking advantage of social trends by defining a purpose

Procter & Gamble, a multinational consumer goods corporation, examined if South American consumers are ready for purpose-driven marketing by launching a questionnaire and online panel in the region.

Context

People expect more from our brands and companies than to just sell products. Increasingly, they choose not to buy "what" brands do, but "why they do it". They are aware of how they behave, how they do business, what their purpose, beliefs, val

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