PRWeek: "Making It Real: Passing the Purpose Pressure Test"

10/25/2022

SOURCE: https://www.prweek.com/article/1802992/making-real-passing-purpose-pressure-test

Four Key Insights Will Help Values-Led Companies Thrive Our Ever-Skeptical World

PRWeek, Barbara White-Sax, 25 October, 2022

Purpose is equal parts ambition and practicality. At PRWeek's PRDecoded conference, Courtney Urban, SVP, Corporate Reputation & Brand Purpose shared insights from WE's Brands in Motion global report The Bravery Mandate: Make It Real.

Courtney Urban was joined by Lynn Franz, Director, Brand & Engagement Strategy at Land O'Lakes and Kimberley Goode, Chief Communications and Social Impact Officer at BMO Financial Group for a conversation on how companies can use these insights to better communicate how tangible proof of progress moves forward their values-led commitments.

"Transparency needs to be focused not just on the things you want to celebrate but also the hurdles," said Urban.