The focus on “purpose” instead of “profit”: hype or paradigm shift?

Loes Verhoeven | 25 June 2019

At the World Economic Forum 2019 in Davos, Larry Fink, CEO of BlackRock, published his annual letter to all CEOs, with this year’s title: Purpose and Profit. Purpose is increasingly gaining importance compared to “profit”, but how fundamentally does this change really manifest itself in thinking and what are the consequences for the brand? VIM Group CEO, Marc Cloosterman, shares his observations for brands regarding this paradigm shift, including recommendations for branding and communication.

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