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Why brand purpose has already become one of the most important discussions for businesses in 2019

Opinion

Why brand purpose has already become one of the most important discussions for businesses in 2019

For the month of February, Idealog is honouring the brave souls who are using business as means to not only achieve commercial success, but to make a meaningful difference in the world, solve a key problem and set the social, cultural and ethical agenda for consumers – in other words, by creating audacious change. Here, editor Elly Strang explains why brand purpose has quickly become one of the most important discussions for businesses in 2019 – and how to avoid missing the mark, or 'woke washing'.

Semi-Permanent

As part of our coverage of Vivid Sydney, Idealog editor Elly Strang headed along to Semi-Permanent Sydney to soak in some creative inspiration from heavyweights in the creative fields. One of those was none other than Nike’s vice president of creative concepts, Tinker Hatfield. Here’s some key takeaways on design from the man himself.

Sustainability

This year, Auckland-based digital strategist Judit Maireder joined the SB’15 San Diego, the self-styled “largest gathering of courageous optimists” in the business world. There, she found out that there’s a lot more to making people care about your brand than mere good intentions.