Purpose is a journey, not a destination. More business leaders, marketers and customers need to become aware of true brand purpose and act upon it through business strategies, marketing campaigns and their wallet. This book challenges the way brand purpose has been deployed over the past few years and examines ways of correcting misconceptions and misuses by providing practical solutions and examples of what good looks like. We all have a role to play in the community, so stop dreaming about unicorns and be more zebra!

I set about writing this book from a desire to raise awareness around brand purpose, its critical implications for society and beyond and to provide the tools for making the right, informed decisions for both marketers and consumers when it comes to evaluating true brand purpose.

There has never been such a desire to change, fix, improve, eliminate, or embrace actions that would make a difference to the current affairs and not only make us feel better about ourselves but genuinely help shape a better future. Specifically, for this reason more than half of consumers believe that brands play a greater role than governments when it comes to the future of this planet. Whilst this is all fabulous news for brands to be entrusted with such great confidence, some of them are taking advantage of this trend in an unorthodox manner. Thus, through this book I am hoping to highlight some of the issues around brand purpose and purposeful brands, attempting to better define brand purpose and dreaming to be able to make a difference in how people/consumers/marketeers perceive brand purpose and its real importance and power.

This book is addressed to a very wide audience: from consumers, to marketers, business leaders, entrepreneurs, founders, pretty much anyone who has an interest in sustainable businesses and future proofing the future.