Spring Cleaning Reflections: Where are you with your Purpose?

Brand Purpose has become an increasingly hot topic for many brands in recent years. You don’t need to search far for commentary about how people now have purpose high up their agendas especially since the pandemic. Around every corner is an established industry thinker saying that purpose is now a deal-breaker for consumers, and that they will reject brands and products that do not align with their values. 2021, being a gap year towards a return to normal is also increasingly demanding!

We have seen brands taking a step back under criticism after trying to express a societal or environmental purpose in an inadequate way. Yet, the secrets of powerful, effective purpose are hidden in plain sight in the enduring fundamentals of brand building. Brands just need to look at them slightly differently.

How to add a societal or environmental dimension to your brand strategy, without missing the mark?