What will it take for brand purpose to really take off? Here’s four key thoughts.

Brands are activating their purpose through social impact that future-proofs them and gives them relevancy. Some brands are going “all in” on purpose. CMOs need to pay attention.

Marketing and advertising has focused on motivation as a factor for sales and conversion. The new high-growth and social brands are relying on something different in their pitches and marketing: inspiration. And the tweak from one to the other may mean everything.

Boulder Startup Week 2020 went virtual and so did this talk about how brand purpose has changed with COVID-19 and how brands are responding.