After a period of steady momentum — where we’ve seen businesses and organisations responding to an expectation around their impact on people and planet — there has been justifiable backlash on authenticity and genuine commitment vs. purpose-washing. Build an authentic, impactful brand around tangible core business purpose and avoid looking red-faced under a shallow marketing facade…

Brand activism, or belief-driven value marketing to use the adverspeak, where a company positions itself as taking a stand on hot socio-political topics, is not a new phenomenon but is dominating PR […]