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Purpose

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'.

Business with purpose

Most people in the New Zealand business community can name at least one successful local social enterprise, but how do our talents in this area measure up on the world stage? Pretty well, actually. Courtney Ennor reports back from the 2018 Social Enterprise World Forum and finds New Zealand is one of the countries leading the way in the social enterprise sector.