"The Whipple Effect" explores purpose and innovation
Accenture Interactive group chief executive Brian Whipple serves as guest editor for the March 2020 edition of The Drum magazine, exploring how brands can use tech to develop purpose-fueled innovation.
Brian sits down with David Droga to talk about the role of creativity in improving people’s lives.
"People now make judgment calls not just on what a product does but what it stands for. And it’s only going to keep moving that way."
– DAVID DROGA
A group of industry power players weighs in on questions like, "In 2020, is it essential that brands have purpose baked into them?"
Kyoko Matsushita, global CEO, Essence
"Brands can no longer afford to think about purpose as a marketing tactic…purpose has to be central to how the entire company operates."
Jay B Wilson, VP research, Gartner for Marketers
"Purpose-driven brands outperform peers across almost every dimension – from customer acquisition and loyalty to advocacy and employee engagement."
Todd Newman, VP of innovation, Keurig Dr Pepper
"I think it is possible for brands – particularly big ones – to have social impact without a purpose-built mission baked into a brand’s DNA."
From a bank that turns trash to cash, to household brands embracing low-waste, refillable, and recyclable solutions, this issue goes deep to demonstrate less is more.
Reframing the discourse around waste, there are some companies out there choosing to look at it as the solution rather than a problem.