Pandemic lessons: What can your business learn about purpose?

Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.
  • Brands should expect that less people are indifferent to a company’s social posture, as the years to come will be marked by an intense examination of conscience, and the idea that capitalism has to be more conscious and sustainable.
  • Two-thirds of consumers believe that their actions, such as boycotting, can influence how brands position themselves on major issues.
  • People expect more actions from brands, in some cases expecting them to use funds once earmarked for advertising to put brand purpose into practice.
  • Even as people have high expectations for brands when it comes to purpose, the economic fallout from the...

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