Consumers are starting to be a lot more critical of companies’ greenwashing attempts. They increasingly see through it.
Former San Francisco quarterback Colin Kaepernick appears as a face of the Nike ad marking the 30th anniversary of its"Just Do It" slogan. Picture: NIKE/REUTERS
That assertion, however, is problematic. In this paradigm, purpose is still slave to the bottom line and the reason many do it. However, wasn’t the whole point of purpose to look at the bottom line in a different way and not just purely in financial terms? Instead, I argued the contrary. I asked if Nike did the right thing to sell more sneakers. If Nike had perhaps taken a true risk on this occasion, and was willing to lose money, even temporarily, in the name of its lofty ideals, it would have made a more convincing case for Nike being truly purpose-led. And perhaps turn me into a long-term brand fan.The price of purpose is authenticity and taking risks.
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