What's working in brand purpose 2022

Global strategies, campaign updates and trends in brand purpose.
  • Brands need to ensure they can participate with authenticity and credibility on their chosen issue before getting involved, with purpose baked into their operations.
  • Transparency, accountability and measurable impact matters in brand purpose campaigns; woke-washing can damage the brand.
  • Understanding local nuances is key to translating values across various markets and belief systems.
  • Brands also need to communicate the value and performance of the products to drive sales growth – not just purpose....

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