An interesting article posted by Robert Schemers on Sustainable Brands, on the qualities, strengths and potential of purpose brands. Not only can purpose brands accelerate impact, importantly they can inspire more businesses and brands to question their own role and purpose, and embrace this approach.
“Purpose brands that are authentic in creating a positive contribution to society while focusing on the delivery of great products and services are outgrowing other competitors. A clear purpose drives consumer preference and motivates employees, accelerating business results and positive change. Unilever’s CEO Paul Polman and the ex-global marketing officer of competitor P&G, Jim Stengel (amongst others), have repeatedly shared how brands with a purpose outperform the rest. So how does one accelerate impact and growth of purpose brands further?”
Click to read the full article: Purpose to the People: How Brands Can Turn Crowds of Consumers Into Movements of Change | Sustainable Brands