A true purpose creates value for society as well as shareholders

Research conducted by the GOOD Agency and YouGov reveals that two in three marketers view purpose as the main way through which to recover from the current crisis. But only a quarter plan to commit more resource to it this year.

This ‘tipping point’ is being driven by consumer demand, accelerated by the crisis, and ranks as the number one factor influencing marketing decision-making relating to purpose. However, the same research also reveals a ‘lack of resource’ and ‘other priorities’ as the main reason why businesses are failing to deliver any actions of substance to truly demonstrate their commitment.

The consequence? Brands are left exposed in an era where consumers and employees are increasingly critical and unforgiving. So, what can marketers do to convince their board that purpose deserves a seat at the table?

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