Woolley Marketing: Purpose or profit – why not both?
In his regular column for Mumbrella, Trinity P3 founder and global CEO Darren Woolley proffers that purpose has become lost in translation. Instead of defining the true purpose of the business, an easier substitute is found, usually some kind of cause or charity, and this is simply bolted on to the brand or business through comms or advertising without any real business commitment to deliver.
When the C-suite of two of the largest Consumer Package Goods advertisers speaks out on the need to rethink the trend towards purpose and doing good in business, then you know something has likely gone horribly wrong.
Cartoon by Dennis Flad, with permission (2022)
Unilever CEO Alan Jope warned that “brand campaigns promising to improve the world, but failing to take real action, only further destroy trust in the industry when it’s already in short supply”.
