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Sustainable transformation in 2022: how to build and communicate your brand purpose, to achieve buy-in and avoid backlash from your consumers.
Brands have always needed purpose – every brand needs to know why it exists. But today, purpose is used to describe a broader concept of brand positioning. It is no longer enough to stand out. A brand now must stand FOR something, which reflects the shifts in society toward social and environmental concerns, and how brands contribute to wider society.

As a result, many brands are aligning themselves with worthy causes, linked to one or more of the UN’s 17 Sustainable Development Goals. This can only be a good thing, right? Well, it appears not. When it comes to purpose, consumers have high expectations. Poorly executed purpose can at best be a poor investment and at worst result in public backlash impacting brand equity.

At Kantar, we’ve seen both the horror stories and the triumphs of brand purpose execution and have pinpointed a set of common principles that can help you in building and communicating your brand purpose successfully. Join us to find out what to do and what not to do.


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