The risks and rewards of placing social purpose at a brand’s core

Vitae London founder Will Adoasi with the kids his firm supports with school clothesIn 2017, the idea of exchanging money for a product and then just moving on feels outdated, with modern consumers equally expecting to have supported a measurable social cause with their hard earned cash.
In fact, major players such as Unilever are reshaping their entire business around this sentiment, with promising results. The FMCG giant’s latest figures show its ‘Sustainable Living’ brands,