Will Super Bowl LII Bring More Purposeful Advertising Than the Past Year?

Many cause-based spots in 2017 fell short on authenticity

Starbucks, Pepsi and State Street Global Advisors have all missed the authenticity mark recently. Starbucks, Getty Images, Pepsi

Around the world, people are increasingly conscientious about the products they buy, the services they choose and the food they put on their tables. More and more purchases are increasingly motivated not just by price and product, but by the values and purpose of the company behind the brand.

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Bill Oberlander is co-founder and executive creative director of Oberland, a purpose-driven agency based in New York.