MJ Deery is the Creative Director of Story at purpose-based strategic and creative consultancy Matter Unlimited, having spent more than 20 years at the intersection of brand insight and human truth. She has worked with brands ranging from Gap, Inc. and eBay to global organizations to smaller start-ups in tech and fashion.
It's time to make meeting the needs of our wartime allies part of your brand's purpose.
Not considering consumer morals comes across as inauthentic.
Strategy relevant a year ago no longer holds up in this transforming world.