It’s critical enterprises have a higher-level purpose which can be translated by the individual employees into their work to aid productivity and engagement, according to the founder and executive director of the Centre for the Future, ​​Dr Richard Hames.

More and more, consumers are looking for brands they can have an emotional connection with, says Kathmandu’s chief customer officer, Eva Barrett. And for the Australia and New Zealand-based outdoor apparel brand and retailer, credibility around sustainability will be key to achieving this as it works to build engagement locally and abroad.

The FutureBrand Index 2020 has just been released, the first comprehensive global study into the perception of global brands since the outbreak of COVID-1. And the findings show well-perceived companies can consistently align the full picture of the experiences they create with their wider corporate purpose.

We’re living in a time of the ‘#noveleconomy’, a new and unusual time marked by the coronavirus, where the number one driver has to be customers and employees, Salesforce global innovation evangelist, Brian Solis, claims.

Nestle has become the latest organisation to announce it’s changing two iconic product brand names as the impact of the #blacklivesmatter movement continues.

National Reconciliation Week 2020 kicks off this week with the theme ‘In This Together’ that highlights whether in a crisis or in reconciliation it’s about coming together to support each other in a shared experience.

Being authentic to your brand values is more important than ever in times of crisis, according to the co-founder and CEO of Australian luxury leather brand, Maison de Sabre. Because there are plenty of brands who haven’t been and could lose customer standing as a result.

Brands are continuing to pull together and offer added value to both customers and the community at large during the COVID-19 pandemic.

​Unilever, the manufacturer of brands including Dove, Rexona, Lifebuoy, TRESemme, OMO, Surf, Streets and Continental, announced a wide-ranging set of measures to support global and national efforts to tackle the COVID-19 pandemic.

Brand purpose and community awareness has been becoming increasingly important over recent years. And with the rise of the COVID-19 crisis, it's never been more important than now.

Taking a stand against micro ignorance and celebrating the benefits of conversation over a cuppa lies at the heart of a new campaign from T2 targeting diversity and inclusion.

​After three years at the marketing helm of one of Australia’s most iconic swimwear brands, Adriane McDermott has wrapped up her role as CMO of ​Seafolly​.

​Brands that do not stand for something are wasting their power and their voice, not to mention commercial opportunities, said a professor of management at Macquarie Business School.

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.