To have a Brand Purpose is a great thing, but for consumers to truly trust that it is genuine -Brands must communicate their values internally first.
In 2017, net trust in global companies to act in the best interest of society was negative. And while two-thirds (65%) of consumers want to support companies with a strong purpose, less than half (45%) can name a single company that makes “a positive difference in society through its products, services and operations.” Continue reading “Brand Purpose”