When Pepsi decided it was a good idea to have Kendall Jenner stroll out in the midst of a near-riot back in 2017 to quell the impending violence by giving a police officer a Pepsi, the term “brand ...

The Fast Company Impact Council is an invitation-only membership community of top leaders and experts who pay dues for access to peer learning, thought leadership, and more. BY Isis Wu In our ...

Mission-based branding has been a persistent trend across industries in the last few years, reflected in 2024 and 2025 through microtrends like underconsumption and a resurgence of activism. Our ...

Dove ’s version of brand purpose, according to Melissa Grevstad, head of brand purpose for Dove North America at Unilever, is ...

In the realm of business, the journey toward success begins with a clear vision and mission—a commitment to creating value for the world. My path to creating a purpose-driven brand has been deeply ...

Brand purpose costs, and to put money where your mouth is has a significant outlay. It may not be right for all brands. Take the recent example of Alan Jope (Unilever chief executive, departing next ...

Tracksmith’s brand purpose: To celebrate the competitive spirit that unites runners around the world and support dedicated runners at every stage of their journey. All of these initiatives come back ...

It may help to first agree on what we mean by brand purpose. The generally accepted definition is that a brand’s purpose is its “reason for being beyond making money.” This beautifully altruistic ...

In a recent company update, Unilever boss Hein Schumacher outlined how the business will change its sustainability and purpose strategy. While he referred to Unilever’s reputation in sustainability as ...