The Purpose of Purpose: Best vs Good Enough

We're more interested in avoiding guilt than attaining sainthood.

Anecdotally, one thing I hear a lot in relation to brand purpose and purpose marketing is that today’s customers are different from yesterday’s. I hear and read statements like this:

• “Today’s consumers expect brands to be good corporate citizens.”

• “Today’s consumers are more driven by their values in choosing brands.”

• “93% of Gen Z/Millennials agree or str…