James Wright, global CEO of Red Havas
By Austyn Allison
Hypocrisy is the monster under the bed for purpose-driven brands.
Purpose and integrity are becoming more and more key to marketing strategies, and it is as rare to find a multinational company without a world-bettering corporate slogan as it is to find a big-budget ad that doesn’t focus on improving humanity’s or the planet’s lot.
The marketing world is awash with data showing how Generation Z will choose a brand for its values – and drop it just as fast if it doesn’t uphold the ideals of its customers. One whiff of a company not practising what it pre
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