Marketers from Molson Coors and The North Face talk brand purpose and agency relationships

At C2 Montreal, marketers from companies including Molson Coors and The North Face gathered to discuss what exactly brand purpose means in today’s world. 
The conversation around brand purpose was recently reignited after Pepsi aired its now-infamous ad starring Kendall Jenner. When the ad was released, many criticized Pepsi for trivializing a serious issue in the hopes of selling more soda.
While many brands feel obligated to align themselves with a social cause or take a stance