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.
"Just Transition" and Its Implications for Communicators — Libby Woolnough, Head of Corporate Affairs, Australia
Every Brand is Now a Health Brand — Gemma Hudson, former Executive Vice President, Health Innovation and Growth
Working Well — Noah Keteyian, Executive Vice President of Corporate reputation & Brand Purpose
Tackling Plastic Pollution Just Got Personal — Liz Hebditch, Senior Account Director
IKIGAI: The Defining Act of Bold Brand Purpose — Rebecca Wilson, Executive Vice President, International
COP26 Stresses the Need for Bold Action From Brands — WE Communications
Brand Purpose Coverage and Events
News and events on Brand Purpose
PRAXIS: The Purpose of Sustainability in Futureproofing Your Communications — Kass Sels, COO and President of International
PR Council: Embracing LGBTQIA+ Colleagues — Michelle Micor, Account Director, Technology
Sustainable Brands: New Insights to Brand-Led Culture Change — Noah Keteyian, Executive Vice President, Corporate Reputation & Brand Purpose
PR360: Authentically Targeting New Audiences — Kemi Akindele, Director of Corporate Reputation and Brand Purpose, UK
PRCA International Summit: How Can Brands Meet Expectations? — Sarah Gooding, Managing Director, WE South Africa
PRWeek: Net Zero Isn't Enough — Daryl Ho, Kemi Akindele and Courtney Urban
Learn about the unmatched urgency around purpose leadership
