Surekha Ragavan
Sep 18, 2019

You gotta have purpose: WE Communications report

TOP OF THE CHARTS: Brands have never been more pressured to lead with purpose, according to WE Communications latest 'Brands in Motion' research.

Nike is among many big brands that have taken on purpose and activism in their communications and marketing.

WE Communications’ annual Brands in Motion study has revealed that brandsmore so than everare in a position to lead with purpose.

54% of respondents said they want the brands they support to balance great product with powerful purpose and activism. This means that brands have never had this much power or opportunity to create positive change, but also risk being more exposed and disposable. And for brand communicators, this means that consumer scrutiny...

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