“Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers…” Simon Mainwaring.
The desire for a life of purpose beyond the drudgery of work, mindless consumption and shallow self-interest, has long been considered the key to a happy and fulfilling life. Increasingly, “purpose” is also the key to business success with consumers demanding more from the companies and brands they support and the products they purchase.
Smart businesses are tapping into this conscious consumption trend, looking to embed real, sustainable values and genuine purpose into their brands, vision and mission.
But what is the bott... Read more