On Strategy Showcase How "Purpose" can lead to bad marketing, with Nick Asbury
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Aug 18, 2024 In this engaging conversation, Nick Asbury, author of 'The Road to Hell,' critiques the rampant consumerism of 'purpose' in marketing. He argues that this trend often preserves the status quo rather than incites real change. Asbury highlights the dangers of 'noble cause corruption' in corporate branding and questions the sincerity of businesses aligning with social causes post-2008 crisis. He also debunks myths about Gen Z, revealing they prioritize convenience over purpose. His insights challenge conventional marketing wisdom, making for a thought-provoking listen.
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Purpose as a Tool for Power
- Purpose was eagerly embraced by powerful corporations.
- It's a way to avoid meaningful change and make business a political force.
The Rise of Purpose Post-2008
- Nick Asbury's experience working for a management consultancy post-2008 financial crisis sparked his interest in purpose.
- He felt uneasy about businesses claiming their true purpose was social good, not profit.
The Danger of Purpose-Driven Business
- Purpose as a primary motive can lead to a dangerous 'ends justify the means' mentality.
- This can result in 'noble cause corruption', where good intentions mask unethical behavior.