Redefining ‘purpose’: Are we in a new era of purpose-driven marketing?
Vaccine campaigns have been coming left, right and centre at consumers over past months as brands have found a voice to support this solution to ending the COVID-19 pandemic via vaccination. Will we see this trend grow in future, will the likes of Telstra’s and TAB’s taking a stand on other issues? Mumbrella’s Calum Jaspan investigates.
COVID-19 and our seemingly never-ending relationship with lockdowns here in Australia (I write this on the day Melbourne becomes the world’s most locked-down city), have presented a new dynamic between brands and purpose driven marketing.
More brands are now breaking into purpose driven marketing, yet with society’s greater interests at heart, taking responsibility to have a voice and drive home a message.
Marketing and communications teams have an increasingly ubiquitous presence across all platforms of our lives, in hand with relying on big ‘brand’ marketing, there is an increased feeling of responsibility to promote outside of their own products, and into what the brand, or those at the brand, believe is good for everyone else.
