Exploring the business impact of purpose communications

Our Building a Better World content brings together the latest insights and ideas and is informed by our 25 years’ experience delivering campaigns in this field. It’s designed to empower industry leaders to activate purpose-led communications in their organisations.

Building a Better World report

Beyond Purpose Paralysis: finding your voice in a polarised world

 

Download the report:

Click here to download.

 

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

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 brings new insights into the issues consumers care about based on new research from Censuswide, a foreword by Harry Walllop and interviews with leading brands including Talisker, Wildfarmed, Girlguiding, Greater London Authority and SafeToNet.

Purpose Storyteller.

Helping brands and businesses find the right words to communicate their purpose.

Kindred has been helping marketing and communications’ leaders take a stand without losing their footing for over two decades. Every day, we work with our clients to find their purpose and communicate it honestly, authentically and, crucially, with clarity.

Purpose Storyteller provides you with an agile, senior team with a track record of delivering high-quality change making work – and the right words with which to confidently communicate your purpose.

For further information or to talk further about your narrative needs, please get in touch.

Read more from Building a Better World

Welcome to the Gen G Growth Lab

We’ve launched the Gen G Growth Lab, a joint Kindred x Bombe venture. Gen G is already shaping demand. Most brands just don’t know where or how to tap into the opportunity. The Gen G Growth Lab is designed to change that.

Why Gen G is the consumer shift brands can’t ignore

Gen G is the name we’ve given to a fast-growing consumer group for whom value-led sustainability is the baseline expectation, not a differentiator. Why do we think everyone needs to know about Gen G?

Finding your voice in a polarised world

Every time we sit down to write our annual Building a Better World report [link], we’re reminded why we created it in the first place. The world shifts fast, expectations shift faster and those of us in comms and marketing are often left trying to make sense of it all in real time.

Building a Better World Y1: 2024 report

This report highlights the gap between the issues UK consumers want businesses to take more action on – and what businesses are currently doing to make positive change. Download the report to read the data and hear from leading brands including Holland & Barrett, Tony’s Chocolonely, Abel & Cole, Britvic and Indeed.

Explaining the unexplainable

How do you explain the unexplainable? The circular economy, regenerative agriculture, nature restoration… so many important developments relating to sustainability are complicated concepts and for many sectors of the public, terms that actively make them switch off.

Is sustainability holding nature back?

In 2024, a survey of 1,400 companies found that over half are downplaying their sustainability efforts for fear of litigation or PR blowback. Given the last year, you can be sure this figure has increased.

How do you make people care about what you do when there’s so much to care about?

This week we hosted the first Breakfast Session in our Positive Change Series. The topic was ‘how do you make people care about what you do when there’s so much to care about?’ We were joined by Ella Jenkins from Thinks who shared behavioural strategies for getting attention, and Kindred’s Co-MD Sharon Bange who talked through techniques for media cut-through.

Unsold but not unloved: Why we believe there’s a marketing opportunity sitting in your unsold inventory

We asked consumers what they thought were the most effective ways businesses could make a positive difference to the issues they care about.

Learning No/Low lessons of 100% proof brand building

Nine years ago this month Seedlip, the world’s first distilled non-alcoholic spirit, launched in Selfridges. Today, over 40 other brands have joined them along with countless wine and beer brands and line extensions. Sober drinking and the No/Low category has, ironically, gone from zero to 100% proof, worth over £300m annually and growing over 13% YOY1.

AI isn’t going to take your job but it could make it easier

Amongst PR and communications professionals, there's been worry about AI replacing some of the skills we bring to our work, and widespread misunderstanding around what exactly AI is and what it can do. To help, we've put together an explainer of what AI is and how it can help us streamline the day-to-day and focus on the important stuff.

How can financial brands unlock the bank of Gen Z?

Gen Z is spending, saving and investing differently to its predecessors. PR campaigns targeting this audience need to take a different approach too. Here, we explore the power of ‘finfluence’ and other ways to engage this generation.

Celebrity partnerships that deliver PR and purpose

Celebrity endorsement can be the icing on the campaign cake, unlocking coverage and connection that might otherwise be out of reach. But in an increasingly cynical world where every celebrity has something to sell, how can brands and organisations navigate the talent tightrope to halo products and issues that ‘do good’?

Make green seen

How can PR professionals help stop crucial issues relating to nature and the environment from falling down the political agenda? Here, we offer actionable advice for anyone working in the field of sustainability and purpose communications.