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Purpose-led Creativity

Purpose-led Creativity

Bhuvnesh Chawla

Chief Marketing & Growth Officer

Genesis BCW


Empathy and purpose—these words have gained more currency than ever before. When it comes to brands, the pandemic has led to a rethinking of the “purpose of purpose.” It has to be something based on solving real-world issues. Individual and community-level needs like support for employees, basic healthcare, safety, and supply chains will take precedence over global issues like climate change.

What that means for marketers and communicators is that messaging is more about building empathy and strong emotional connections. That doesn’t mean you can’t talk about selling. It just means that any selling will have to be authentic and based on a real insight. Purpose-led creativity—an idea based on an insight to solve a real, pressing problem—is the best way for brands to connect with their audiences.