Insights on
Brand Purpose
What the research says and what communications leaders can do
In today’s ever-changing media ecosystem, building a great product or service is no longer enough. Brands need to stand up to stand out by demonstrating bold leadership on the social issues the public cares about deeply, and by engaging their employees in these conversations.
For two years, WE has partnered with Quartz Insights to learn how communications leaders can help guide brands to a more purposeful future. Through employee engagement, purposeful leadership and clear-eyed purpose, brands can drive positive social impact.
How to Harness employee passion to fuel company purpose
01. Align purpose, vision and strategy
In times of crisis, purpose must be tightly aligned with business objectives, company culture and employees’ passions.
02. Lead with empathy
Use a range of forums to hear your employees concerns, feedback and insights into what they’re experiencing before launching into problem-solving mode.
03. Collaborate, connect and co-create
Empower all employees to drive change by providing opportunities to collaborate across teams and maintaining transparency throughout the organization.
Discover more, including the latest research and more rules, in the complete guide.
Leading with Purpose in an Age Defined by It
In 2019, WE partnered with Quartz Insights to learn what management and C-suite leaders think about brand purpose, bold leadership on today’s most important issues, and how brands can best tell stories about positive social impact.
Research Highlights
Brand Purpose Points of View
The latest blogs on Brand Purpose from WE Leadership.
Moving the Needle on COVID-19 — Rebecca Wilson, EVP, Singapore & Australia
Inside is the New Outside — Melissa Waggener Zorkin, CEO and Founder
Don't Cut Purpose, Lead with It — Kass Sells, Global COO/President of International
Your Most Strategic Investment? Your People — Debbie Badham, Senior Account Manager, South Africa
Influencer360: It's All About Aligning Values — Hyacinth Guelas, Senior Social Media Manager, United Kingdom
Brand Purpose Coverage and Events
News and events on Brand Purpose
PRWeek: Next Normal for Pharma & Healthcare Communications — Catherine Devaney, Deputy Managing Director and Head of Health, United Kingdom
Campaign US: Consumers Are Ready for Takeoff — Marisa Lalli, SVP Consumer and General Manager
Campaign Asia: No More Lip Service to Purpose — Rebecca Wilson, Executive VP, Singapore & Australia
Social Innovation Summit: New Challenges for Purpose Leaders — Noah Keteyian, SVP, Corporate Reputation & Brand Purpose and Elizabeth Herrera Smith, Executive Vice President, Head of DEI
PRWeek: Rethinking Employee Engagement as a Catalyst for Change — Noah Keteyian, SVP, Corporate Reputation & Brand Purpose
Learn about the unmatched urgency around purpose leadership
