We've Got Receipts

    — Topic —

    Brand Purpose

    3 receipts tracked • 67% industry hit rate

    — Filed —

    3 receipts on Brand Purpose

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    RECEIPT #MARK-R

    NOV 19, 2024

    Partially right.

    PREDICTION BY

    Mark Ritson
    “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.

    ORIGINAL SOURCE

    Mi3
    ESGBrand PurposePolitics

    RECEIPT #MARK-R

    NOV 19, 2024

    Called it.

    PREDICTION BY

    Mark Ritson
    “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.

    ORIGINAL SOURCE

    Mi3
    ESGBrand PurposePolitics

    RECEIPT #MARK-R

    NOV 19, 2024

    Partially right.

    PREDICTION BY

    Mark Ritson
    “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.

    ORIGINAL SOURCE

    Mi3
    ESGBrand PurposeMarketing Climate