We’ve put purpose before profit, what about the next level of accountability?

Published: 15 Nov 2021

The purpose conversation has evolved far ahead of where it was only 18 months ago. We’ve already seen value-centric marketing move from lofty ambition to competitive advantage and widely expected standard – putting meaning and authenticity back at the heart of advertising. Keeping pace with the accelerated drive for change, however, will mean going further.

Part of the push is coming from consumers, with 66% now believing it’s important to choose the brands they buy from based on ethics and over seven in ten feeling brands should follow their example of responsible behaviour. But there is growing demand across the ecosystem to start applying purpose to profit practices and spending, not just messaging.

To read the full article published by WARC, click HERE