What is brand purpose?

In a world that’s beginning to question the sustainability of the modern consumerist model, intelligent brands must evolve to remain relevant.

Early adopter ‘anti-consumers’ are looking for brands that take responsibility for their impact, and the millenial generation have a completely different take on life to their Baby Boomer parents, with an expectation that businesses make a contribution to global society, thus making responsible business a long term ‘macro trend’. Responding to this environment, leader brands are increasingly considering brand purpose.

Watch this video to learn more about developing your brand purpose.