Brand purpose has become more central to our discussions over the years, claiming a coveted seat at panel discussions. You know the sort, where woke creative types with sombre expressions, quirky glasses and a righteous keep cup gather to talk about important things. I go to them too, with my keep cup – it’s made with recycled materials, thank you very much.
I’m not imagining the rise of brand purpose. I like evidence. A quick nosey around Google Trends will show you how the global search volumes for the term ‘brand purpose’ have been on the rise over the last five years.