The new faces of brand purpose: Smart strategies for high-stakes times - a podcast by GfK

In what seems like an instant, the values and social actions of brands have become make-or-break with even mainstream consumers. From sustainability to global conflicts, the list of concerns brands need to engage with on a daily basis — not just once or twice a year — keeps growing.

 

How can brands navigate this volatile and unfamiliar world of high emotional stakes — and vast business consequences? Our discussion will cover:

• The evolution of sustainability — and the challenges of staying a step ahead.


• Taking social issues to heart — without leaving skeptics behind.


• Generational transformation — who is really driving the purpose revolution?


• Skillful messaging and marketing in the purpose world — striking the right balance of commerce and caring.


• How conventional brands can integrate compassion and activism into deeply ingrained personas.

Key takeaways:

1. Best practices on how to approach brand purpose.


2. What are other brands doing in this space.


3. What are the challenges facing brands in this ever-changing landscape.

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