Brands are increasingly standing for social issues. We are seeing an intersection between brand purpose, values, consumer aspiration and consumption. Consumers...
Shaping Hearts and Minds: Brand Purpose, Values and Aspirations
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Brands are increasingly standing for social issues. We are seeing an intersection between brand purpose, values, consumer aspiration and consumption. Consumers are demanding purposeful brands that stand for something bigger. They want to use their consumer dollar to make a real contribution to social issues or cultural change. Have values and social capital merged with consumerism, or is this the new way to make real change?
What shapes public opinion, drives aspiration, inspires change? How do organisations include aspirational positioning into their DNA, and what is needed to deliver on true brand purpose? How do we authentically communicate values based positioning, and what does it take to shape hearts and minds?
We have asked some of our brightest minds, aspirational brands, market disrupters and change agents to give us their insights into how they balance commercial interests, social issues and brand purpose to drive meaningful engagement and real change.