PURPOSE

How will corporate purpose evolve in a changing world? In his introduction, editor Matt Carmichael considers the forces shaping purpose’s uncertain future, and what they mean for industries and individuals alike.

Global brands can make a big impact on big problems — but people also need to know that their choices matter at the local level, says Westin Grabow, director of innovation at Diageo.

Whether through tech innovation or advocacy, luxury brands can tie our purpose to our identities and help us express our own beliefs and priorities, says Alice Yu, vice president of consumer insights at Tapestry.

As ESG becomes more politically polarizing, brands need to be clear about their values, says Nooshin Warren, assistant professor of marketing at the University of Arizona.

From solving their problems to standing by their values, people expect more than ever from brands. Author, consultant, and industry expert Rishad Tobaccowala explains what the next shift in corporate purpose could look like.