41 percent of brand leaders cite authentic brand purpose as business critical in 2021

LIONS STATE OF CREATIVITY SURVEY, 2021

Brand purpose is now a hygiene factor. Not only do consumers expect the brands that weave into their everyday lives to stand for something, but they’ll actively shop elsewhere if they disagree with a brand’s values. The most forward-thinking brands are examining their role in society and culture to drive bigger gains beyond profit. It’s about looking inward, putting your money where your mouth is and taking the lead on causes that may at first seem uncomfortable. At LIONS Live in 2020, Marc Pritchard said brands “have a responsibility to step-up and use creativity for good, to be useful”. It’s no longer enough to just “do purpose marketing”. In 2021, this theme is heightened by recent events: not only the pandemic, but also social injustice, racism, the gap between rich and poor and the desperate race to repair our planet before it’s too late. Where governments sometimes fail us, brands are uniquely placed to step in and “step up”: they can win hearts and minds for the greater good of humankind. But they also have to put themselves on the line and be prepared for a backlash: this is all part of sticking your neck out and being accountable. But there needs to be a commercial agenda too. You told us that you want to see how sticking to brand principles and purpose can drive better business results, the kind that sets a new creative benchmark. In this vast, all-embracing and important theme, we’ll look at why brand responsibility is at the top of the global marketer’s agenda.