Campaign Asia: You Gotta Have Purpose: WE Report

You gotta have purpose: WE Communications report

TOP OF THE CHARTS: Brands have never been more pressured to lead with purpose, according to WE Communications latest 'Brands in Motion' research.

Surekha Ragavan, Campaign Asia-Pacific, 18 September 2019

WE Communications’ annual Brands in Motion study has revealed that brands—more so than ever­—are in a position to lead with purpose.

54% of respondents said they want the brands they support to balance great product with powerful purpose and activism. This means that brands have never had this much power or opportunity to create positive change, but also risk being more exposed and disposable. And for brand communicators, this means that consumer scrutiny of a brand’s products, ethical practices and purpose in the world has never been more intense.

So what does it mean to lead with purpose? According to the report, it means leading as a human. “The questions you need to be asking yourself are ‘how can I best tell the story of my brand doing good in the world?’ ‘how am I fitting into people’s lives?’ and ‘am I treating people with respect?’” said Kass Sells, global COO, WE Communications.