There’s been a bit of talk lately about if a purpose is still relevant. Should every organisation have a purpose? Are some anti-establishment brands who are rejecting the status quo part of a growing trend? Chuck in the great resignation and the current state of the world and things get even more interesting…   
  
Consumers are no longer spending their money on any utilitarian product or service. We have become highly concerned about the values and ethos behind a brand before parting with our money. Your customers want to know where you stand on important causes and they want to see you live it. It’s about having a reason for everything you do. Building a brand with meaning.   
  
Should every brand jump on the purpose bandwagon? What do you reckon? We have some thoughts!