brand purpose
From dreams to solutions: The new purpose of brands
To connect with Gen Z, brands must move beyond broad demographic studies and tune into cultural shifts to address real consumer needs, suggests Quantum Consumer Solutions' associate.
The current wave of consumers subscribe to brands for their mission statements: S Subramanyeswar
The group CEO, MullenLowe Lintas Group and chief strategy officer, MullenLowe APAC, S Subramanyeswar, shared nuggets on the interplay of advertising, purpose, and brand evolution during the IAA Young Professionals masterclass
MMA Impact India 2022: Women are not facing a glass ceiling, they have to tackle a glass cliff - Manisha Lath Gupta
The marketer, entrepreneur and sustainability practitioner, shared insights on brand building, diversity in the workspace, and more…
Opinion: The future of brand purpose
Gen Z consumers are more likely to ‘see through’ or dismiss brands who have big claims and emotional advertising around their purpose, says the author
Edelman report details how the pandemic has changed what employees look for in a job
Five takeaways for communicators from Edelman's The Empowered Employee study
Mark Pritchard on Gillette: Necessary to have a hard conversation
Despite the heat generated by the recent Gillette campaign, P&G's global chief brand officer, says that it's necessary to have a hard conversation.
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