By Ayesha Salim

People are aligning themselves with brands that share their values and aspire to a greater purpose beyond their product. Neilson found that 66 per cent of consumers will pay more for products and services from companies that have committed to making a positive social and environmental impact.

But how does a brand remain authentic in its pursuit of purpose? How does a brand establish where it has a right to play? By portraying solid values and standing for something more than their products, according to industry experts at a panel event, chaired by The Drum’s editor, Stephen Lepitak, in Read full story ›

Source: The Drum