What’s the purpose of marketing in 2024?

By Guy Corbet, Fourteen Forty

Received wisdom tells us that businesses should do enough to stay in business, naturally enough.  It also tells us staying in business in itself is not enough.  Businesses and brands should also show leadership, pursuing a social purpose, so says the received wisdom.  It motivates workers and it mobilises customers.

That’s why it was so interesting to hear Kenyatte Nelson, Chief Membership & Customer Officer at the Co-op, at a recent conference. He said that “if I’m not clear about helping my customer meet their purpose, then there’s no purpose for being”.