01
Apr
Georgie Howlett

Can we afford purpose in a recession?

Posted by Georgie HowlettTagged , , , , ,

Yesterday I got out of my (virtual) four walls for a panel discussion organised by Pimento, about whether businesses can afford purpose in a recession – though it inevitably explored so much more.

In short, it’s a resounding ‘yes’ from me. The business benefit is clear, with socially driven brands outperforming ones that aren’t, 91% of millennials saying they’d switch to a purpose-driven product over a competitor, and millennials (who will make up 75% of the workforce by 2025) looking for socially responsible employers. Bigger than that, it’s just a better way to be as a business.

To be clear on what I think ‘purpose’ is. It’s the reason for being, beyond profit. It’s how, as a business, you act as a force for good. It’s not just running your business ethically, it’s the north star (or as Beth Pope better articulated on the panel yesterday, the catalyst for change) that drives your whole organisation from the inside, out. It spans the nuts and bolts of how you do business (operations), how you run your business (culture) and how you are a positive force in the outside world (brand). Critically, it’s not just the latter.

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11
Jan
Grace French

We Believe that ‘Better’ is on the horizon – so we’re helping brands get there

Posted by Grace FrenchTagged , , , , ,

Why we’re joining forces with LONDON Advertising and Pimento to offer reduced fees for new clients in January.

As the reality of lockdown 3.0 sets in, and with conversations already taking place about it being extended ‘til Easter, it can be all too easy to feel gloomy about 2021. Wasn’t it meant to be ‘better’ than 2020?

The sense of unease amongst individuals and businesses is all too understandable. But with vaccines being rolled out, ‘better’ is coming – and in the meantime we as a nation we must strive to come out of January with an energy and optimism to see us through the coming months.

In a year of lockdown and decreased interaction, communication has proven itself to be a lifeline for many. Relationships between many brands and their consumers have been cemented or shattered in a tense landscape.

Over the next few months, we will see more brands examining their positioning and their purpose, the changes they want to make happen, and how this fits into a post-Covid world. With a collective sense that there are lessons to be learnt from the pandemic – both positive and negative – this time of introspection is critical, and will lay the groundwork for more meaningful comms going forward.

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