Balancing act: The agencies angling for a more purposeful future in advertising
Purpose, sustainability, diversity, inclusion. Are the statements from agencies around these key topics worth the energy taken to light up the pixels to display them? Mumbrella’s Kalila Welch speaks to agency leaders to uncover the logistics of placing social purpose at the core of a commercial business and how to really turn words into action.
The term “purpose” has become one that is thrown around quite liberally in the marketing industry as brands and agencies alike face increasing pressures to take a stance on key issues.
While many businesses will happily PR the latest initiative they’ve taken to tackle the bigger issues, there often lacks a deeper alignment internally, with drastic actions often brushed off as commercially unviable.
However, for a new generation of “purpose driven” agencies, a new model has evolved that seems to allow for the coexistence of purpose and profit, without significant compromise on either front.
