purpose

1 day ago

‘Purpose’ still has a purpose

From Cannes to the pages of Campaign, purpose fatigue is taking hold, as creatives rail against po-faced, sanctimonious campaigns devoid of humour.

Feb 1, 2023

If purpose is our only purpose, Cannes Lions has no purpose

Brand purpose campaigns will again sweep the Cannes Lions this year, and when they win, we all lose.

Oct 4, 2022

Brands must get more practical in facing societal problems: study

WE’s latest Brands in Motion research reveals that consumers are still skeptical about companies' purpose commitments, and they want action on issues such as the cost of living.

Oct 2, 2022

Hold the applause: Is award-winning purpose work making a real impact?

Brands continue to be recognised by big award shows for purposeful work, but these eye-catching ideas often end up having no impact on real people.

Sep 28, 2022

The 'p' word: What we should consider when we talk about purpose

The strategy director at Forsman & Bondenfors makes a case for the very purpose of purpose.

Sep 16, 2022

Patagonia gives away company: Is this real brand purpose?

The apparel-maker made news this week for giving away its US$3 billion company towards climate-change efforts. We ask comms pros if this should set an example for other corporations.