Do brands need to have a purpose? How can they find it, and importantly make it truly authentic? More than two-thirds of Gen Z consumers will now actively choose brands that have values they want to align themselves with, so it's never been more important to define what your brand's mission is, outside of making money.
Andrew is joined in the London studio by Account Director Gina Mossey to discuss the best campaigns from the recent PR Week Awards, as well as some thought provoking pre-dinner speeches. Plus, the two discuss how brands can both make a positive impact on the world and further their communications goals.
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