Actions speak louder than words: making brand purpose actionable and impactful

While brand purpose remains a hugely popular marketing approach, brands must prioritise accountability and impact to stay relevant.

The age of company purpose is here. The number of organizations changing their approach to business to better align to a set of social or environmental values is growing year-on year.

Research has proved that customers are placing new expectations on brands. Sixty two percent want companies to take a stand on current and issues like sustainability, transparency or fair employment. Fifty two percent want the brand to stand for something bigger than just the products and services it sells. Even the highest echelons of business leadership are beginning to acknowledge that the role and responsibility of businesses...

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Insights Team
Bray Leino

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