The business case for purpose: how credible impact drives brand growth, trust, and performance
Let’s get one thing out of the way: business purpose isn’t a brand “nice-to-have” anymore. Not because people suddenly got nicer, but because the market has changed. Consumers now expect brands to carry more of the sustainability load than individuals do. In NielsenIQ’s 2023 sustainability research, 46% of respondents said brands are most responsible for […]