Perspectives - The importance of brand purpose and its lived experience

For businesses and for leaders, the greatest impact from COVID has been in how we show up – what we do to support our people, our customers and the community around us. McKinsey phrased it neatly: those who have thrived have truly “tuned in to turn outward”.

The pandemic has reframed not only the importance of brand purpose but its lived experience.

Those businesses that have thrived have authentically put purpose into practice to make a positive difference during the crisis and beyond. For example, Coles has an ongoing program to donate surplus edible food from its supermarkets and distribution centres. During the onset of the crisis, Coles committed additional food and groceries to the value of $1 million a week to help Australians who are facing hardship.


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