The world in 2025 is polarised and complex. And the cost of saying the ‘wrong’ thing has led to many brands and organisations saying nothing at all.

When every issue feels charged, how do you take a stand without losing your footing?

The good news is, the data shows – and case studies prove – that brands who speak with honesty and authenticity not only survive, they thrive.

This report is a data-driven look at how purpose has evolved over the past 12 months. It combines national research, commentary from Harry Wallop with interviews from leading purpose-driven brands including Talisker, Wildfarmed, Girlguiding, Greater London Authority and SafeToNet.

The report reveals how marketing and communications leaders can move beyond ‘Purpose Paralysis’ and find the courage and clarity to take action.

It is for anyone working in marketing and communications who wants to be part of building a better world.

Read the full report here