What the Future: Purpose

With interconnected crises and political polarization on the horizon, the future of purpose is at a crossroads. Consumers want brands to help them solve local and global crises — but in this world of competing issues and conflicting motivations, can they make a difference and a profit? The future of purpose will be critical for brands and businesses. But it could have even greater consequences for the challenges we face, both as individuals and as a planet.

Revisit our on demand webinar to hear how social change, technological advances, political backlash and more will shape the future of corporate purpose, and what that means for brands and services, from consumer goods and luxury to entertainment and wellness. 

What the Future Editor Matt Carmichael shares exclusive U.S. data from our Future of Purpose study, plus incorporates findings from the Ipsos Global Trends report and highlights from our interviews with: 

• Rishad Tobaccowala – author, speaker, advisor
• Westin Grabow, director, innovation, Diageo
• Alice Yu, vice president of consumer insights, Tapestry
• Nooshin Warren, assistant professor of marketing, Eller College of Management, University of Arizona

Don't forget to also sign-up to receive our What the Future newsletter - a monthly dispatch from the future with exclusive data, and expert insights from Ipsos and other leading-edge companies, digging into the trends that will shape the world in the months, years and decades to come.