In this session, we will explore the latest findings from Porter Novelli’s seventh annual Purpose Premium Report. Amid economic uncertainty, geopolitical tensions, and increasing ESG pushback, what is the future of purpose-driven business? This session will explore consumer expectations in the face of these challenges and demonstrate how Purpose not only withstands these pressures but also unlocks commercial growth opportunities for brands.

What you will learn:

• Consumer Expectations in Uncertain Times: Understand how economic and political pressures are shifting consumer attitudes toward Purpose and why Purpose remains a key driver of trust, loyalty, and purchasing decisions even amidst backlash.
• Purpose as a Commercial Driver: Learn how companies can leverage Purpose to not only meet consumer expectations but also generate business growth, despite resistance to ESG initiatives.
• Resilience in a Pushback Era: Explore strategies for navigating the ESG pushback from activists while maintaining brand credibility, reputation, and purpose-driven goals.