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Campaign: Lead With Purpose From Within, Say Brand Leaders

February 1, 2021


Lead with purpose from within, say brand leaders

Businesses need to double down on purposeful leadership to meet stakeholder expectations and drive employee engagement. Brand marketing and communications leaders came together to discuss how their organiZations are prioritiZing purpose.

Campaign Asia, 1 February 2021

(Image courtesy of Campaign Asia)

More than ever, brands need to walk their talk, which requires purpose-led action from the inside out. “We need to see purpose as core to everything we’re doing and not just used as a marketing initiative,” says Rebecca Wilson, executive vice president, Singapore & Australia, WE Communications. “Employees, customers and shareholders want it, and so leaders must lead with purpose.”

According to research from WE & Quartz Insights, leaders themselves acknowledge this trend. The 'Leading with Purpose' study found that 77% of leaders agree that brands have a moral obligation to engage with a societal issue when it impacts their business.