We need to stop talking about Purpose…

Three years ago I wrote a piece about Purpose in marketing. I gave it a quick re-read today, and to my dismay, my casual reference to the importance of DEI and ESG goals in business feels extremely dated. What were once expectations of corporations are now considered ‘woke’ and ‘bad business.’ And honestly, call me a shit strategist, or an eternal-optimist, but I didn’t see it coming…