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The danger of proclaiming purpose without action

In 2020, an increasing number of consumer facing brands have started asking themselves deeper questions. Research tells them that it’s time to find their “purpose” and publicise the value they seek to bring to humanity. While these deeper questions are certainly welcomed, I feel something that very easily gets overlooked is that the brand is trying to reverse engineer meaning from what, till this point, has simply been a profit-maximisation mindset. You see, that doesn’t work. If you want to really reposition your business, then let’s get to the core of what you do and ask if it’s in the best interest of the world that you keep doing it. That will scare even the most seasoned brand custodians, but you know what, that’s what the world is starting to expect of you. Less noise, more action.