‘Purpose’ is a wonderful starting point, but a dangerous means to an end, and a poor substitute for self-awareness. Its moment is passing, argues a semiotician and cultural strategy consultant.
The changing relationship between businesses and society is making it harder for brands to stay silent when faced with consumers with disagreeable views.
The Black Lives Matter movement in the US has roused many people in Asia to look at patterns of systemic racism in their own backyards. It’s time brands do the same.
At some point in the future, I can imagine consumers asking brands that market themselves as 'purposeful': what did YOU do in the great COVID-19 outbreak?
Launch follows ugly scenes in Sofia this week, where players were subjected to racist abuse.
Companies must 'walk the talk', according to FMCG giant's global programme leader for gender equality and children's safe drinking water programme.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins