Why purpose doesn't matter. How to lead with the cool and bake in the good.

The ethical elements of a product or service are rarely the only drivers behind people’s decision-making, in fact they’re more likely to be the justification. Let's be honest, as fantastic as Patagonia's social values are, they wouldn't sell half as many backpacks if their stuff wasn't top quality, and cool. Based on her own experience, in this workshop founder of ethical ad platform Good-Loop (and one of the Forbes 30 Under 30 cohort) Amy Williams will explore how profit and purpose can be united, to build a brand that truly matters. We'll use the workshop space to discuss some of the reasons why consumers are increasingly looking for ethical and social alternatives when making their purchase decisions. We'll explore some tangible ways that businesses can successfully driven social change without compromising on quality, price or scale. We'll also look at some of the communities and movements that have shaped this idea of 'social business' over the last 10 years - from BCorps to Zebras.