Over the years that ‘purpose’ has been part of marketing’s regular vocabulary, some subtlety has been lost. It somehow came to signify the entire spectrum from a company’s basic raison d’être (making lots of x and selling it), through the big and brief...
Should brands be activist? If so, how? Insights from Ben & Jerry’s, Tony’s Chocolonely and IKEA
This article explores how three brands that pursue activist causes establish, execute, and measure the impact on their chosen causes.
