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. As of mid-2026, political pushback against ESG and overtly purpose-led positioning has occurred, and some brands have softened overt 'purpose' messaging. This qualitatively supports Ritson's direction that heavy-purpose…

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

As of mid-2026, political pushback against ESG and overtly purpose-led positioning has occurred, and some brands have softened overt 'purpose' messaging. This qualitatively supports Ritson's direction that heavy-purpose rhetoric would lose favor. However, many large advertisers continue sustainability and social-impact programs, and purpose remains embedded in brand strategies, suggesting that a 'post-purpose world' is not fully confirmed, leading to a mixed outcome.

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