Purpose with poise.

Over the last couple of months we’ve seen brands steadily increasing their purpose-driven advertising utilising the lockdown period to position their brand as caring, sincere and there for their customers.

There’s rarely been a time as good as right now for brands to create and communicate this message, with captive audiences at home with nothing else to do but online shop, learn to make sourdough and watch more TV than ever.

However it must be said, it’s not without risk and possible retribution if wrongly executed.

If the COVID crisis has shown us anything it’s that together we are stronger and it’s with this new found unity that brands will be assessed against their COVID driven purpose advertising and how they choose to act in a post-pandemic world.

Who else thinks brands will be held accountable for the purpose they’ve shared?