The what, why and how of marketing with purpose

In a bid to differentiate themselves from the herd and provide an appeal beyond pure consumerism, many brands are shaping themselves around a higher ‘purpose’. With the rise of the conscientious consumer, ethical appeal is becoming at least (if not more) important as the more general appeal of your product. So it’s not surprising that there’s a lot of chat around ‘marketing with purpose’ right now.

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