Anju Joseph
Aug 8, 2018

The purpose of purpose

Why does it matter to the consumer?

It is now beyond doubt that purpose is critical for branding and how brands perceived as meaningful are benefitting from significantly higher share of wallet globally. Millennials are also being referred to as “pro-social” or even the “purpose-driven generation”.

We all know that purpose works for the business, feeds the topline, keeps the bottom line healthy and also creates better engagement with consumers. This is backed by statistics, academic work and expert views. But why...

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