The bushfires that devastated so many communities across Australia in 2019/2020 resulted in an outpouring of help for those affected by the nature disaster.

Brand purpose is not just making nice words and taking no action. The increasingly savvy consumer demands a demonstrating of what brands are dong to make the world a better place before handing over their money.

Last September, outdoor adventure apparel and equipment retailer, Kathmandu, turned heads by announcing it had become a certified B Corporation.

As a time when brand purpose and brands standing for positive change is gaining traction in marketing and elsewhere, Kentucky Fried Chicken (KFC) is being condemned for another ‘sexist’ ad.

Seven in 10 business leaders globally believe their organisations can have a positive societal impact without sacrificing profits and nearly all agree trust is a high priority for corporate leaders today.

Over 45 of Australia’s leading retailers with a combined network of 1000 stores have joined forces to provide 100 per cent of profits from today's sales to the Australian Red Cross Disaster Relief and Recovery Fund.

The Australian Competition and Consumer Commission (ACCC) is taking eyewear retailer, Oscar Wylee, to court for alleged misleading or deceptive conduct that strikes at the heart of the brand’s proclaimed purpose and mission.

While many organisations still consider culture an afterthought, savvy organisations increasingly know culture can make or break commercial success.

Expansion of the marketing skillset is one of the most exciting parts of the future of CMOs for former Unilever GM and marketer, Paul Connell.

Being inclusive in your marketing approach is as much about transforming brand purpose and company culture as it is about creative and messaging, says Seafolly’s chief marketing officer.

​Brands not only need to be purpose led, they must bring soul into their storytelling if they want to build cultural cut through with modern consumers, Universal Music Group’s chief of possibilities says.

The latest Guinness World Records book has been released today and features six new Australian campaigns from brands including Nutella, KMart, T20 World Cup 2020 and Australian Radio Network.

​Brand purpose has to be authentic and not be too far removed from your business proposition for it to resonate and be successful.

​Sheridan has committed to new sustainability model and campaign, in an effort to address the more conscious consumer.

Amid talk of a retail recession in Australia, there is a real opportunity for savvy brands to meet and exceed customer expectations to create a retail renaissance.

​Customer experience (CX) is being superseded by human experience (HX) and it is those companies who recognise this who will have an advantage.

When Kevin Keith first received the call asking him to become Orangetheory Fitness’s first chief brand officer at the start of 2017, he thought they were joking.

Toothpaste doesn’t immediately spring to mind when thinking of purpose-driven brands that aren’t afraid to take a stand. Yet Colgate-Palmolive Australia’s recent decision to withdraw its advertising from Sky News could be just that.

​Cadbury is the latest brand to take a stand for something positive, with the launch of a new initiative to fight racism and other forms of intolerance.

SiteMinder’s new chief marketing officer, Mark Renshaw, has always had a rather visceral reaction when people say ‘best practice’ marketing – and not in a good way.

Brands can be built on many different foundations – personality, quality, luxury, locality – the list is endless. But what should a brand do when that foundation is taken away?