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. …purpose and ESG are likewise on the nose as global politics swing hard to the right, and that the days of brands getting away with bumping up prices and still seeing…

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. …purpose and ESG are likewise on the nose as global politics swing hard to the right, and that the days of brands getting away with bumping up prices and still seeing growth are ‘over’.”

Follow-up

Marketers and commentators increasingly describe a cooling of enthusiasm for “brand purpose” and ESG-driven campaigns. Several high-profile brands have dialled back explicit social/political activism, and political environments in several major markets have moved rightward.

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