Why Companies Should Split Their Purpose in Two

A new approach would separate corporate from brand, caring from selling

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

It’s been a season of disquiet for Target and Bud Light.

The retailer and beer brand have seen sales decline in recent months due to boycotts over their respective LGBTQ+ merchandise and marketing efforts. Each company’s reaction to the backlash—Target stopped selling certain products; Bud Light didn’t voice support for its transgender brand partner Dylan Mulvaney—only made things worse, upsetting consumers on the other end of the political spectrum.

So far this year, Target’s share price has underperformed compared with the S&P 500.



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