At the time, the company committed

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Faced with this difference of opinion, Kate Smith , a strategic marketing consultant, seems to have a fairly coherent answer: “The problem is not the purpose per se. The problem is how the purpose is developed and used. Is it being used to define what the company does and how it does it, or is it being used simply to create an illusion of social responsibility or simply as the basis for a campaign aimed at millennials.”

“The problem is not purpose per se. The problem is how purpose is developed and used.”

Kate SmithSo if the marketing community is successful in teaching consumers that they should only buy brands that donate to charity or are considered good for the world, all streams can easily take over in a very undifferentiated world.

Instead, marketers should be more self-confident and believe i saudi arabia phone number list n the good that marketing does in the world for its own sake without seeking a higher purpose, he argued.

The race to a purpose-driven brand didn’t start last year with Field’s speech, of course. In 2019, Unilever’s CEO published a report showing that the group’s brands with a clear, articulated purpose were growing much faster than the rest of its businesses.
to a future in which “every Unilever brand will be a brand with a purpose.”

Here’s what CEO Alan Jope had to say: “We believe the evidence is clear and compelling that purpose-driven brands thrive. In fact, we believe this so strongly that we are prepared to commit to making every Unilever brand a purpose-driven brand in the future.”