‘Purchase with purpose’: What purpose means for grocery brands in the age of COVID-19

As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.

The concept of ‘conscientious consumerism’ is by no means new, but over recent years, we’ve seen a gradual acceptance that brands – and consumers – have an increased responsibility to the world and societies around us. A strategic shift to more ‘purpose-led’ marketing feels inherently right, but it is not without its challenges in the industry.

Maligned by its critics as vague, confusing, misunderstood, or merely as hollow rhetoric, there exists a healthy degree of scepticism amongst consumers, shoppers and businesses themselves. So, during the most challenging time that most (if not all) marketers will have faced in their careers,...

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