If your supporters can change the world with the goods they buy, why should they give to your organisation?
Purposeful brands reliably outperform the market. There is a financial incentive for brands to invest in purpose, and in the minds of the consumer there is little difference between a brand ‘doing good’ and a charity. If they can help save the rainforest by buying the right laundry detergent brand, is there a need for me to donate to charity?
Amy will talk about the rise of purposeful brands, the threat this poses to our sector, and how we can compete in a world where everyone is doing good.