An early critique of the nonsense talked about 'Purpose' - This from 2016

Well worth a read.

"The gap between a brand that has had some kind of cause woven into its DNA and a brand that is just bandwagoning is glaringly obvious"

" When every brand starts fighting for a piece of the social good pie — allying with causes that have nothing to do with their core business — there remains no semblance of authenticity. So many brands have started engaging in some form of cause marketing or another, that consumers have become increasingly wary. Most cause marketing efforts appear to be desperate at best — and flat-out dishonest at worst."

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