There has never been a time like now where customers expect such a relationship and purpose from brands. How are brands to think about this and handle this well while staying true to who they are? And how many consumers are actually driven to purpose-focused brands?

Like a Downton Abbey Valet

• We each have a reason and a purpose we are striving for, and it’s part of what drives us as humans
• Purpose should be high priority for brands, and that includes their purpose in the world and consumers and also their purpose internally 
• After being in the beauty and fashion industries for so long where building connections and relationships with customers is so vital, Ingrid finds that her experience there adds to her work now in the health and wellness space
• Even though a lot of people understand that unsustainable practices aren’t good for the planet, do they also feel badly enough to make a change in behavior to do something about it?
• Companies like PepsiCo have changed their messaging to relate to the more prevalent conversation of health and wellness in the marketplace and also have added healthier products to their offering
• Having a sense of understanding that what you’re doing matters, that your company matters, that your manager/leaders care about you, and that you are making an impact, is very important in getting the most of our a person in a workplace
• Every level in a company needs to be treated as just as important to the purpose as any other level
• “Everyone wants to matter. Everyone wants to have a job to do and contribute to something.” - Kiri

Associated Links:

• Check out our other episodes of Infinite Shelf
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• Get your tickets to our Archetypes Event December 1 in Miami, FL
• Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! 
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