For brand purpose to work ‘marketers must take a broader perspective’

While the purpose of marketing is the same as it has always been, the way in which brands engage with brands is fundamentally changing.
If consumers are to buy in to a brand, they need to buy in to the entire company. Never before has so much emphasis been put on brand purpose and doing right by staff and customers, as well as the environment and society as a whole.
Becky Willan, managing director and co-founder of sustainability-driven agency Given London, is no stranger to helping brands&