In a recent article Society writer Giles Lury said, 'we're in a period of activism not seen since the '60s', which feels apt, given the divisive times in which we live. And brands the world over are waking up to this like never before. This issue our writers explore vigilantes and repurposing purpose, having a brand voice that can speak up, Generation Z and the future of brand purpose, the age of Anthropocene advertising, mindfulness and AI, behaviour and activism and more. Enjoy the issue. Michael Piggott, Editor
'So how do we, as brand owners, repurpose purpose? Start with the word. Purpose is passive. It leaves a meandering sense that we should get there sooner or later,' argues eatbigfish LA's Nick Geohegan (7 MINS)
'In my new book on the future of work, I describe four human skills that can help us survive and thrive in the age of AI: Emotional Intelligence, Critical Thinking, Contextual Creativity, and Mindfulness,' writes author Somi Arian (5 MINS)
Verbal Identity's CEO, Chris West, explores the topic, with examples from Nike and Colin Kapearnick, TOMS' founder Blake Mycoskie, HSBC and X, Alphabet's Moonshot Factory (5 MINS)
Why do so many brands get it wrong? Youth-led network Livity's Strategy Partner, Katy Woodrow Hill, suggests new rules for brand purpose as laid down by the next generation of consumers (5 MINS)
'Imagine the impact if we focus the industry on building more sustainable businesses and brands, so that sustainability infuses our industry', argues Plans With Purpose's Ali Fisher (5 MINS)
'There's never been a greater need for more activism and purpose on issues challenging our world: climate, refugees, social inequality and rising poverty', writes The Behavioural Architects' Crawford Hollingworth (7 MINS)
'It's time for a sponsorship detox. Here's to a year of less talking and more doing. Remember what's important - a business is only as good as its people', says Just Challenge's Founder and CEO, Lucy Bennett-Baggs (5 MINS)
