Boots and Diageo on why brand purpose doesn’t have to be ‘lofty and do good’

Working for a brand with purpose is easier and more fun because it creates a framework for every decision the business takes, according to Boots’ managing director, Elizabeth Fagan.
Speaking at the latest Oystercatchers event last night (10 May) Fagan, who was appointed MD at Boots eight months ago following seven years as marketing director, explained that having a purpose helps an organisation create a “movement” from the inside out.
“If you are an organisation that is