Why we can’t stop debating Purpose-marketing, and never should

Yesterday it was Gillette and Nike. Today, it’s Lego. We find ourselves enveloped in a trend that shows no signs of slowing down: ‘Purpose’ is on everyone’s lips, and every day it seems a new company jumps on the bandwagon with a campaign that gets our tongues wagging.

On a brand safari in Chicago this summer, I spotted purpose-marketing campaigns on every corner. Photo by Clarissa Sparks