ABSTRACT
This chapter looks at how good communications can build trust and bring about positive change. It introduces the model for engaging people inside the business, and the golden rules for communicating externally. Since the first edition, the term “purposewash” – the new “greenwash” – has come to describe brands that talk about purpose through their marketing without actually doing anything concrete or truly living up to their stated purpose. Brand Say without the Brand Do. This chapter features a new interview with Michael Roth, executive chairman of Interpublic Group, one of the world’s largest advertising and marketing services companies, in which he talks to how his agencies ensure their clients not only say but actually do the right thing. Roth was also a member of the Business Roundtable committee who drafted its new statement on the Purpose of a Corporation in 2019, marking a significant move of US businesses away from shareholder primacy towards a more responsible, ethical approach.
