In this session...
For years, marketers have used their support of causes to sell us stuff. And for the most part, it worked. But current cultural trends suggest that the future for brands and agencies does not lie in cause. Instead, it will be vested in purpose. The reason is simple: people are increasingly responding more to purpose than cause. So how can brands adapt themselves for the largest purposeful generation in the history of mankind? And how can their agencies make the transition themselves?
