We are currently navigating a complex paradox
68% of consumers still expect corporations to have a soul and connect commercial activity to a broader human reality. 58% of consumers believe businesses should stay out of controversial political or social issues, viewing such actions as politicised or inauthentic.
The tension lies in treating all purpose as equal. The new, more demanding question is: What do we actually believe, and does it map onto how customers are living their lives?
This is your invitation to explore the next generation of purpose
Join us for an intimate session with senior leaders to explore moving beyond brand positioning, towards proof, and how businesses can bridge the gap between commercial activity and a new, authentic purpose for the future.