The short version

Mark Ritson predicted on November 19, 2024: “We’re definitely living in a post-purpose world; I think 2024 was the year we realised it was all a load of bollocks.” Verdict: Partially right. There is clear evidence of political polarization and increased scrutiny or backlash against overtly 'woke' brand positioning. However, ESG and sustainability investment persist, and many brands continue purpose-framed…

Prediction by

Mark Ritson

On November 19, 2024

“We’re definitely living in a post-purpose world; I think 2024 was the year we realised it was all a load of bollocks.”

Follow-up

There is clear evidence of political polarization and increased scrutiny or backlash against overtly 'woke' brand positioning. However, ESG and sustainability investment persist, and many brands continue purpose-framed campaigns, albeit with moderated tone. The 'post-purpose' framing overstates the elimination of purpose-led marketing.

From the High Caliber AI network — see the AI for PR module in the course.