Brand Purpose: Making The World Better Or Splitting It In Two?

Article written by ICG member, David Hopper. Brand purpose has for some time been the buzz in marketing discussions and has become synonymous with social causes. But for all the good intent, it can also seem preachy or polarising or rely on simplistic assumptions...

How to ‘Unwrap’ the Plant-based Brand

ICG Member Caroline Thompson discusses the ever-complex and evolving consumer market of plant-based foods.