Tag: agency perspective on purpose-led brands
I recently attended a ‘global digital summit’ for marketers that was an eye-opener. Aside from the usual tech glitches, the artificial environment of having “roundtables” with no tables and trying to meet other professionals without being able to break bread together – there was a theme that ran through the conference that excited and inspired me: Purpose.
All through the three days, the “P” word was used again and again, by agency leaders, senior marketers and consultants. As though they had all caught the bug, as it were, and were spreading it around. Why? Because many at the conference recognized that today, consumers and employees alike (especially those in Gen Y and Z) expect brands to be purposeful. It is now the requirement to remain relevant in this era of social change and heightened consciousness.Read More