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Purpose continues to become a prominent way forward for brands—and especially true during the pandemic, when any campaign that didn’t address its difficulties ran the risk of coming off as callous, out of touch or even malicious.
The trend toward purpose-led advertising didn’t start with the pandemic, of course. Some brands have been leaders in this space for decades. In the sports world, women’s leagues have consistently been at the forefront of pushing for social change compared to their male counterparts.
Before
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