WARC, in partnership with Uncommon Kind, release Purpose Incorporated: A Primer for Brands in APAC
WARC, the global authority on marketing effectiveness, in partnership with global leadership consultancy Uncommon Kind, have today launched Purpose Incorporated: A Primer for Brands in APAC to help marketers tackle the complexities and nuances of sustainability, social impact, diversity, equity and inclusion in Asia Pacific – one of the most diverse and complicated regions in the world and home to half its population – and provide guidance to do good and better while achieving business results.
The special three-part series consists of a curated collection of world class expertise, evidence and examples to help brands with strategies, actionable insights and practical steps they can implement to begin to reorient their business to contribute to people and planet through profitable solutions.
Gabey Goh, Asia Editor, WARC, comments: “It was important for us to offer a resource hub for marketers to gain guidance and inspiration for how to do good and do better in the APAC region. Consumers in the region are demanding that brands take more tangible and progressive steps in addressing issues such as DEI, sustainability and enabling positive social impact – and they are not afraid of demonstrating this preference through their purchase decisions.
“We’re delighted to be working with Uncommon Kind on this special series, and are grateful to Jenn Chin and the team for their nuanced input and work in making this resource a reality.”
Jenn Chin, Chief Strategy Officer, Uncommon Kind, added: “In 2020, we crossed a threshold and what we’ve all known for some time became painfully apparent. That being, what worked before, doesn’t work anymore and leaders need to take responsibility and act now for how they and their business shows up in every arena to ensure people and planet are the priority.
“We recognise change takes years, requires investment and commitment of resources, budget and empathetic leadership. But, if we return to leading with our humanity and focus on the 1% we can do better today than yesterday, then we’ve started the journey already.”
The first chapter – Mindsets and Management – released today, consists of an in-depth report with market overviews for East Asia, Southeast Asia, South Asia, Oceania, as well as a showcase of the breadth of initiatives already being carried out by local and global businesses, and the results of a survey fielded by WARC with senior industry leaders in the region. Additional expert commentary is provided by Uncommon Kind, BBDO, Economics of Mutuality Solutions and TBWA.