An international study conducted by The Center for Generational Kinetics and commissioned by WP Engine reveals that Generation Z, born between 1996-2010, are willing to trade privacy for personalised experiences, prefer business to have both an online and physical presence, and that brands be socially accountable.

Is Australia Day too tainted a concept for brands to be associating with? How important is taking a stance on the nation’s increasingly controversial day of national celebration in light of the wider need and desire for brands to take a purpose-led approach? And should more of our iconic local brands be taking a position on Australian identity?

​Gillette is the latest brand to decide it will stand for something and change societal narrative for the better, with its ‘Best men can be’ campaign, a play on its traditional tagline ‘the best a man can get’.

Utter the phrase ‘world record attempt’ in anything other than a sporting contest and the immediate connection is to Guinness World Records and the eponymous book that records them.

Ensuring a sense of brand purpose and value from the top down, respecting consumers and building an empowered enterprise are vital ingredients in surviving the onslaught of modern customer expectations, a panel of industry representative claims.

The decision by Nike to feature controversial American footballer, Colin Kaepernick, in a campaign to celebrate the 30th anniversary of ‘Just Do It’ took what might have been a strong but potentially forgettable creative and elevated it into the global dialogue. But would any Australian brand dare to do something similar?

Stanford Peace Innovation Lab co-director, Mark Nelson, is calling on CMOs to use technology, and particularly 'peace data', in order to bolster brand purpose while also making inroads and a positive impact towards achieving global peace.