Diane Primo is the CEO of Purpose Brand Agency, an award-winning, Chicago-based public relations, branding and digital marketing firm. She is also the author of ADAPT: Scaling Purpose in a Diversive World. Diane’s focus on impact marketing stems from the belief that brands must be relevant, purpose-driven and committed to consumers to be successful today. Consumers’ demand for meaning, transparency and authenticity has changed the nature of and raised the stakes in interactions with an organisation and she shares how that can be achieved.