The devastating COVID-19 pandemic and the social movements that have swept the globe this year have intensified scrutiny into corporate responsibility, with brands increasingly called upon to clarify what their purpose is.
For brands, this is a pivotal moment. Where once purpose was little more than a line in a mission statement, it’s now utterly key to consumer choice and a perceived lack of authenticity on some issues can be costly.
Consumers now look for clear communication about the principles and standards of companies they engage in on issues ranging from climate change to gender and race equality following movements such as Black Lives Matter and the Me Too movement.
Euronews brought together a panel of experts to discuss these issues in our latest #DisruptedLive debate.
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