While the purpose of marketing is the same as it has always been, the way in which brands engage with brands is fundamentally changing.
If consumers are to buy in to a brand, they need to buy in to the entire company. Never before has so much emphasis been put on brand purpose and doing right by staff and customers, as well as the environment and society as a whole.
Becky Willan, managing director and co-founder of sustainability-driven agency Given London, is no stranger to helping brands build on their purpose, responsibility and values. In a former life, she was environmental manager EMEA at The Body Shop and is co-creator of Place09.
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