THE EMOTIONAL POWER OF PURPOSE IN ADVERTISING

Many businesses and brands have realised that consumers, employees, and investors are interested in more than just functional benefits and the bottom line. They increasingly expect businesses to behave more ethically, promote wellbeing in society in a broader sense, and take ownership of their responsibility towards the community. This has led many businesses to dial up their underlying brand purpose (if they have one) or seek to find an expression of their brands that emphasises the broader good they bring.