OVERVIEW
The year 2020 triggered consumers to re-evaluate their relationship with brands in general, leading to customers prioritizing those seen to be ‘doing good’ or ‘being helpful’ in the context of the pandemic. There is a strong sentiment that businesses have a big part to play in helping society recover and a purpose-driven organization will likely have the edge. In the midst of a year of crisis, there is an opportunity for companies to re-evaluate how their businesses operate. The power to act with integrity is the key to developing this culture.
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