Which may seem a bit pessimistic in the circumstances, given that the idea is today's marketing preoccupation. Taking Unilever as a well-documented example, its purpose-rich brands like Knorr, Dove, Persil, and Lipton drew 69% faster growth than the company's other business in 2018. CEO Alan Jope recently declared that he would rid his portfolio of any brands that were slouches in this area, emphasising that "the fantastic work done by… Dove, Vaseline, Seventh Generation, Ben & Jerry's and Brooke Bond shows the huge impact that brands can have in addressing an environmental or social issue…." Everyone from brand teams to Campaign commentators to marketing social media is talking of the need to be "purpose-driven" and the new executions and activations of the latest good brand deed. Agencies like purpose-based briefs because they can feel more interesting; clients like purpose because it redresses the lazy shibboleth that by flogging stuff they're not helping the world. Everyone sleeps better at night.