Brands that take a stand

Marketers who match consumers’ desire for purpose and honesty come out on top

Our new report explores what approaches CMOs take in relation to brand purpose, and what consumers look for in brands. Taken together, we hope this research will help marketers better resonate with customers through their purpose driven initiatives.

Your questions on Purpose, answered.

Stark warnings about climate change, unfairness in society and a sharper focus on responsibility have raised questions and produced column inches on our collective place in the world.

Meanwhile, honesty and straight-forwardness have emerged as key attributes of good citizenship as people confront widespread mistruths and misinformation.

In response, some brands have adopted stances on ethical, sustainable, or political questions. But how does an ethical stance combine with an honest approach to marketing? And how much does honesty feed into brand perceptions?

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