Navigating Corporate Purpose and Authenticity

In this chapter, the speaker reflects on their journey as a writer in branding and design, emphasizing the evolution of corporate purpose since the 2008 financial crisis. They critically assess the ethical implications of purpose-driven marketing and its impact on social movements, highlighting the challenges brands face in maintaining authenticity. The conversation also explores the complexities of defining corporate purpose and the differing expectations for for-profit versus not-for-profit entities.