In case you hadn’t heard, there is much ado about “brand purpose.” One can barely scan the headlines, or attend a conference, or read a creative brief without a mention of purpose-driven brands, sustainability goals, impact entertainment, cause-marketing, conscious capitalism, or corporate-social-responsibility. A new language has emerged, and with it new job titles, new awards categories, and an abundance of “thought-leadership” that sometimes just sounds like empty talk. Some of the cynics may claim that these words are merely words. That the notion of conscious capitalism is neither a new idea, nor an authentic or effective one, and that brands are just paying lip service to consumers that are demanding more from brands. How do we sustain this newfound attention given to purpose, to prove the cynics wrong and ensure that the purpose pendulum doesn’t swing back? Is purpose here to stay, or is it an ephemeral trend?
We’ll talk to brands who have infused their purpose into the very core of their business models, and their cultures, to learn how to make sustainability stick.
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