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…
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