Four brands partnering with influencers for purpose-driven marketing
Purpose-driven marketing has become an increasing priority for brands over the past year or so, driven by the wider consumer desire for change.
Purpose is not a formula for success in marketing – but it can still be useful
Purpose-led marketing has gone through the same hype cycle as many other phenomena over the last decade. First hyped as the future of marketing and then reevaluated as having little proven value in the brand-building sphere.
How Who Gives a Crap built a loyal following through feel-good branding and a commitment to CX
Chances are you haven’t thought much about the ethical and environmental impact of your toilet paper. But if you have, would you be willing to pay more for toilet paper that has a positive impact on the environment and contributes towards social good?
Brand marketers are more comfortable taking political stands even as the stakes rise
According to the Duke University Fuqua School of Business twice-annual CMO Survey, more than a quarter of top marketers now believe it’s appropriate for their brands to take positions on political issues.
How FMCG brands are fighting back against plastic waste
The issue of plastic waste came to a head in 2018, with David Attenborough’s Blue Planet II raising widespread awareness of the issue.