How to Recognize and Avoid Purpose-Washing

Tue, 13 Feb 2024 00:00:00 -0500
Pulse

While brand purpose has become a requirement for companies seeking to appeal to younger generations of consumers, the pursuit of it can be haunted by the dark twin of purpose: purpose-washing. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on how to avoid this danger, and three tips from the show follow below.