Opinion: Brands struggle to find purposeful responses to the Ukraine war

Like hurricane Katrina turned a brand like Walmart into a purposeful organisation, over the past decade, and in particular during the past two years, crisis has been one of the main drivers of brand purposefulness. Going beyond profit, making a change in the society and the world, and improving lives have become top priorities for many CEOs and marketing managers. No longer an option. purposefulness has become an act of conforming and box ticking. Brands conform to the expectations of society an

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$4 USD for the first 30 days. (Auto renews at $20 USD per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
MOST POPULAR

IR Pro - annual

$228 USD per year. (Auto renews annually)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now