Partner at TRA, insights thought leadership, strategist, cultural sociologist, behavioural science practitioner
If rowing back means pulling back on making disingenuous claims, puffing up social good beyond it’s real impact then customers will welcome that. Whereas authentic purpose is valued but does it have to be the spear head of marketing activity? Consumers were never naïve enough to think that doing good was at the cost of profit. They always saw it as doing the right thing, playing a part in society and helping people to feel good about their purchases. Starbucks promotes connection as the good that it does when people sit in their cafes – is that social purpose or is it what guides the way they set up their cafes? And, yes they talk about sustainable supply chains and staff diversity and inclusivity as part of their promise – does that mean they do not have profit targets? Of course not. It simply means that they recognise there is a need to do business ethically. #insights #purposedrivenbusiness #marketing
Following Unilever's recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign Asia-Pacific asked a group of marketing leaders to share their perspective on the future of brands and purpose. The overall theme? To be credible and authentic, purpose has to be more than a marketing initiative. Brands need to have a genuine commitment to social good and ensure their purpose aligns with their core identity and actions. Ed Booty, Jen Sharpe, Huiwen Tow, Josy Paul, Kiefer Casamore, Simon Wassef, and TRA's Colleen Ryan, share their thoughts on purpose-led marketing here: https://lnkd.in/gU_artsP
