ABSTRACT
Brands as a force for good and a force for growth have become mainstream. There is no alternative for brands than to behave more responsibly. Very few organisations have been able to bridge the purpose gap and get people to move from buying in to the purpose to actually buying the product or changing behaviours for the better. Mass-marketing, mass-production and the other “masses” are dying, as people are gaining control. Organisations are faced by smaller, more agile challengers, and there are plenty of those – potentially eight billion ordinary people armed with great ideas and a burning passion, Davids with a sling. Across industries, the big players, the Goliaths, have felt the impact, and some have been brought down. It’s the many Davids who are taking over the very creation of marketing, the very creation of business. It’s unavoidable to put people first.
