The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.
The difficulty with this conclusion, and many like it, is that what people mean by purpose can be misunderstood, and such analysis can be overly simplistic and too easily miss a point. Continue reading “Do brands really need a “social purpose” to do good?”
Corbet Communications 