Panel: Has purpose gone too far?

"Has purpose gone too far?" The Economist asked, reflecting on new research showing that 65% of marketers agree that most examples of brand purpose fail to resonate with consumers thanks to a lack of authenticity. Are we in danger of 'woke-washing' (identified by Unilever’s Alan Jope) by using the language and imagery of worthy causes to increase sales, without backing up this rhetoric with action?  Are advertisers guilty of jumping on social justice issues and thereby further reducing public trust? How do we remain purposeful and authentic?

Moderator: Lindsay Mouat

Where & When
Date
Thursday, November 14th
Time
3:35pm - 4:05pm
Category
Main Agenda
Stream
Breakouts – Aspiration - Level 2, WA220
Speakers
Product Owner, Digital Channels & Design CoE
Vodafone
National Marketing Director
Lion
Chief Product and Information Officer
TVNZ
Director Marketing Excellence and Delivery - ANZ
Frucor Suntory
Chief Executive
ANZA