Brand purpose

Having a big purpose has been a big idea for brands in recent years—with mixed results. This page archives our coverage of the topic.

Feb 23, 2021

Interest in brand purpose heightened during pandemic and social unrest

SPIKES ASIA X CAMPAIGN: As consumers seek stability in their lives, they are gravitating toward brands and companies that can provide not just instant gratification with their products and services, but also longer-term value in their lives.

Feb 23, 2021

'The next wave of transformation is going to be creative'

SPIKES ASIA X CAMPAIGN: As more and more brands finish up their digital transformations, tech capabilities will be less of a differentiating factor. In turn, according to Wunderman Thompson's Justin Peyton, the game will be about commercial creativity.

Feb 10, 2021

Please, let’s end wokevertising

Turning generational social movements into marketing trends isn’t just callous and at times offensive. It could have truly dangerous implications.

Jan 22, 2021

Five takeaways for brands in 2021 from Google's year in search report

From a renewed focus on CSR to enhanced interest in D&I, the tech giant's study offers insights for marketers tapping changing social currents.

Jan 5, 2021

CSR is more than just a yearly affair

With the right CSR strategy, a business can develop charity partnerships that not only check the ‘feel-good’ boxes for their employees, but also, more importantly, provide real value to charities.