In this episode Wayne chats with Amy Williams, Co-Founder and CEO of Good-Loop. The conversation covers a lot of ground and below are four areas that are covered with a particular focus.
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1️⃣ The evolution of brand purpose: from cause marketing to values-driven approaches
Today, purpose is shifting toward deeply held brand values that are authentic and rooted in business DNA, not just marketing stunts.
2️⃣ Balancing profit and purpose: embracing the tension
Long-term, purpose-driven strategies (like Dove’s 10-year self-esteem program or Advil’s multi-year pain equity campaign) require courage and commitment beyond short-term ROI.
3️⃣ Global challenges, local activation
Universal issues like climate change or diversity are expressed differently by region.
4️⃣ The future: integrating purpose as standard practice
Looking forward, sustainability and inclusion should become hygiene factors — standard elements in media and marketing plans, not special initiatives or PR headlines.
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