Common Ventures creates online resource for marketers to fix ‘purpose washing’
Creative agency Common Ventures has launched an online resource to help creatives and marketers turn their good intentions into great campaigns.
With the belief that building meaningful advertising takes more than clever copy and curated imagery, Common Ventures’ ‘The Good, The Ad, The Ugly’ aims to fix ‘purpose washing’ – where talk of having a purpose is not backed up with meaningful actions.
According to recent research, almost three quarters of consumers are getting tired of brands pretending they want to help society – when in reality they just want to make money. Common Ventures’ mission works to change that, by tackling the complexities of race, gender, environment, and LGBTQIA+ and helping brands face social pressures in a more effective way.
