For every brand that has an authentic, values-driven purpose, there are plenty more out there who are just attaching themselves to purposes for good press. We examine this problem with Greg, and what CMOs should be thinking about to do purpose-driven branding right.

Key talking points

• Defining "purposewashing" and why it's a problem.
• Organizations that are doing purpose-driven branding right, and lessons to learn from them.
• Examples of brands that are being inauthentic with their purpose, and the impact that can have on their audience.