How Marketers Steer Clear of Purpose Washing
Brands need to bolster precautions so their words match their actions
By Tony Case
The rise in brand purpose has led to a surge in so-called purpose washing, in which a company claims solidarity with a certain cause — the environment, empowering women, or LGBTQ+ rights, for examples — only to do little to nothing to support. With an ever-discerning public waiting to pounce, marketers have to ensure that before they start touting their purpose they are taking actions that have a real impact on people's lives.
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