By Simon Callender

Brand purpose has become one of the hottest topics in today’s marketing world, but is all this focus and hype justified?

Today’s consumers are more ethically and socially conscious than ever before. From our own research, we found that nearly half of shoppers (46%) ‘only shop with brands that have a wider societal purpose’ or are ‘always seeking ethical alternatives to existing brands’.

It’s within the context of these social shifts that brands have tried to mirror changes in consumer attitude and behavior. While early pioneers such as Patagonia and Nike helped establish the contemporary brand purpose mantle, you’d be hard-pressed to Read full story ›

Source: The Drum