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The Drum: Does a brand’s purpose really impact sales?

WE in the News

20/06/2019

SOURCE: https://www.thedrum.com/news/2019/06/20/does-brand-s-purpose-really-impact-sales

Does a brand’s purpose really impact sales?

Olivia Atkins, The Drum, June 20, 2019 

(Image courtesy of The Drum)

Brands are increasingly trying to build purpose into their messaging but to what avail? While Gen Z, aka the socially-conscious generation, may be intent on buying into brand values, some marketers remain sceptical whether implementing purpose into their strategies actually helps with generating long-term profit. Some brands therefore are being called out for lacking brand purpose, while others are equally chastised for adding it in artificially. Whether the industry has reached a point of purpose fatigue is yet to be seen.

These were the topics of discussion at the ‘Does a brand’s purpose really impact sales?’ panel held in partnership with WE Communications during Cannes Lions and moderated by The Drum’s associate editor Sonoo Singh.

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