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Only a handful of companies were bold enough to connect their business to a deeper societal or environmental issue in the early days of purpose branding. These companies stood out precisely because they believed that brands could and should stand for more than profit. But the tide has shifted over the past two decades. Purpose became not just acceptable but expected, and suddenly everyone has a stance on the climate and community. But as this movement accelerated, so did its risks. In recent years, increasingly more prominent companies have taken a step back from their purpose commitments, leading consumers to wonder how purposeful they were to begin with. How can we know who to trust?
We invited Thomas Kolster, founder of Goodvertising and author of Goodvertising and The Hero Trap, to speak about how brands can navigate this increasingly complex landscape. He explores how purpose has evolved from a differentiator to a crowded and sometimes performative space. Thomas also shares personal reflections on authenticity, the dangers of purpose-washing, the pressure on legacy brands, and the growing backlash against woke messaging. This conversation is a provocative, clarifying conversation for leaders seeking to build and communicate their company’s purpose and impact efforts.
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