Has “Purpose” become a Commodity?



A recent paper by Peter Field in the IPA found that purpose-led campaigns still beat the competition. With these findings in mind, we discuss purpose and whether it can remain a brand differentiator when everyone is emoting similar sentiments.

  • How do you build a strong internal culture led by purpose and use that to build your brand externally?
  • Does purpose and sustainability in your brand messaging really change behaviour?
  • Will the drive to sustainability lead to asset bubbles?

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