19 Jun, 2024

Purpose and Profits– Does the Balance Shift with Economic Uncertainty?

IN A MARKETING WORLD where expressing brand purpose is now de riguer, The Internationalist asked its global audience if it is possible to balance purpose and profits amid economic uncertainty. In many ways, the survey answers were surprising. While respondents clearly had a strong understanding of the fundamentals of purpose-driven marketing, they were increasingly skeptical of not only “purpose washing,” […]

5 mins read