Airbnb’s Alex Dimiziani: Why are brands getting purpose so f*cking wrong?

Purpose. It’s everywhere. As a marketer who has long-sung the praises of purposeful brands, I am at once heartened and frightened by the pervasive use of the word in marketing today.
It’s on the lips of executives and board members alike as companies increasingly recognise the power of purpose and its potential impact on growth. Companies doing it well are now outperforming competitors by 206%.
Purpose can drive differentiation and relevance in the most commoditised of categories, re