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Campaign Asia: No more Lip Service to Purpose

12/16/2020

SOURCE: https://www.campaignasia.com/article/actions-and-impact-why-brands-can-no-longer-just-pay-lip-service-to-purpose/465546

ACTIONS AND IMPACT: WHY BRANDS CAN NO LONGER JUST PAY LIP SERVICE TO PURPOSE

LEADING WITH BRAND PURPOSE AND CREATING IMPACT IS MORE IMPORTANT THAN EVER

Campaign Asia, 15th December 2020

Last week, Campaign Asia, PR Week Asia and WE Communications co-hosted a roundtable for nine marketing and communications leaders from multi-national organisations across a diverse mix of sectors to discuss how they embed purposeful leadership into their organisations.

If Covid-19 has shown businesses anything, it’s the increased need to demonstrate purposeful leadership, not just claim it. For many, having a clearly defined purpose that is aligned to business strategy and is authentic has been key to navigating the crisis because it has provided an anchor that will continue to be critical to how they set up their organisations to emerge and recover.

2020 has driven new innovative thinking about how businesses live their values both internally and externally. Actions and impact will be at the core when it comes to rebuilding trust with consumers, shareholders, and employees.

“Leaders can no longer give lip service to purpose, they must lead with it. Purpose must be authentic to who they are and what they stand for," says Rebecca Wilson, executive vice president, Singapore & Australia, WE Communications. "What matters most is the motivation behind doing something and how genuine is it. Does purpose sit in marketing or does purpose sit at the core of the entire business?"