In the News item
Letter: Purpose before profit can give brands an edge
January 17th, 2022
“A big reason that “purpose” may be important for individual brands, as well as the corporate house, is the motivation of some consumers to align themselves with brands that authentically embrace a greater mission than pure profit. For some, mostly younger audience segments, mission or purpose is the primary motivation to choose between competitive brands. So, while my household has Hellmann’s in the fridge because it makes our sandwiches and salads delicious, others may want a brand that plays an authentic role in societal issues,” said Charles Skuba, professor or the practice at the McDonough School of Business, Georgetown University.