Rethinking brand purpose

WARC Strategy's content director Lena Roland talks to Nick Astbury, creative writer and author, and Thomas Kolster, marketing activist and author, about the rise of purpose, what post-purpose looks like, and the role awards can play in changing the narrative around purpose.

Where to listen

Timestamps

02:06 – Rise of purpose for Thomas 04:06 – Rise of purpose for Nick 08:20 – Lack of real, meaningful change 09:22 – The Hero Trap 13:41 – Are we moving into a post-purpose world? 17:45 – Patagonia and the death of corporate purpose 21:54 – What’s next for purpose? 25:41 – Awarding for creativity not purpose

Further reading

What we know about brand purpose

Purposeful marketing is neither

The era of post-purpose brands...

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