The rise of social purpose and its impact on brand success

Abstract

This paper provides insight into what it means for brands to operate with social purpose and how current consumer sentiment around this topic has raised the bar in terms of authentic storytelling. It examines the brands that have got it wrong and the ones who are getting it right. The content landscape is crowded and indicators show that there is massive room for improvement if brands are to break through at all, let alone resonate with audiences who are looking for companies to have a positive impact on their lives, not just market to them.