It’s Time to Rethink How Social Responsibility Plays Into Brand Missions

Lest good intentions be mistaken for ‘purpose washing’

A recent 300,000 person consumer poll found that people wouldn’t care if 74% of brands they use simply vanished and that 60% of the content produced by companies is poor, irrelevant or failing to deliver. A few weeks ago, billionaire Ray Dalio emphatically stated that capitalism is in crisis and no longer working. Even the World Economic Forum at Davos has been under attack. For Dutch historian Rutger Bregman, attending Davos felt like being at a firefighters’ conference where no one ever mentioned the word “water.”