2020 has been a year of reckoning for all brands and companies. How do they stay open? How do they support and protect their employees? How do they support and protect consumers? Amidst these critical questions – and perhaps because of them – brand purpose has become critical as companies wrestle with their role in a global society being rocked by a public health crisis, economic recession, a racial reckoning in the United States and a year of escalating climate crises that affected billions of people around the world.


In this research report, Brand Storytelling focuses on the lessons learned by companies this year in connecting brand purpose with clear actions to positively affect the critical issues facing our world.


Pages: 13


Authors: Fara Warner and Chris Graves

Purpose + Action: Moving Purpose-Driven Storytelling from Message to Mission