A gin #brand posing as a #sustainability saint, or paid actors promoting #inclusivity? Sounds like a great way to fall into what I call #TheHeroTrap. Check out the latest #Purpose Hits and Misses #podcast hosted by the great E.J. Schultz on Ad Age for more ads that we...
I’m in Morocco, yet purpose is not a new topic there, but it seems dominated by the usual international players. The opportunities are there for local brands to engage and innovate. To make purpose meaningful and avoid the hero trap or call it purpose-wash, it’s...
Or is the industry just another tool in the Green-washers arsenal to delay any serious response? Are you in Dubai? March 14th I’m heading to Dubai to join the MENA’s premier Festival of Creativity joining Daniel Hulmeand Gemma Spence for a look at what’s needed...
Do you have any good examples of brands, that have shown real leadership the last couple of months? As the economic climate is becoming challenging it’s easy as a brand marketer or agency strategist to run for the hills and shout: SELL, SELL, SELL. We’ve...
Part 1 of an interview with the Founder of Trunblocked.com, Peter Marshall, where we discuss some controversial views, with a focus on #airports, #airlines and #travel retail. We also discussed the precarious challenges that seeking a path to #sustainability presents...
Are purpose and ESG-communication losing their magic? Have people grown tired of grandiose purpose-statements from companies and CEOs? Is the market space becoming cluttered with sustainability messaging and the effect wearing off? Are people in challenging economic...
