Companies that adopt a social purpose see a major shift in the way marketing is integrated and delivered. Over the past decade, consumers around the world have raised their expectations when it comes to the role businesses play in society. They are using their purchasing power to set higher expectations for retailers. This shift has had a huge impact on brand identity.

Social purpose is an emerging trend in business. Companies with such a purpose define their mission in terms of the good they do for people and the planet. This process enables organizations to establish a competitive framework and create opportunities for maximizing profits and building shareholder value. Social purpose companies exist to create a better world, but also to create sustainable branding.

During this session, Sonya will share more about what young millennials and Gen Z want to see and hear from modern brands, how to make your brand more human and customer-centred, what new technologies mean for the branding industry and what the latest trends are in design and branding with purpose.