Do brands really need to drive social good or is it ok for them to just help where possible?
Brands need a purpose. We know that. However when the purpose is a purpose for brand growth rather than a genuine belief, it fails. What do we mean by 'purpose'? Does 'Purpose' need to be for the social good and do all brands need to be there for social good? Is it not just ok to 'do what I do' and be opportunistic when it comes to helping people and 'getting involved'? When does 'being social' become a burden and a block to progress, growth and happiness? Again, we will discuss whether being social is a mindset, a method of working or a need for a new business model.