While making impressive progress on sustainability across the board, our client had many proof points but no single story stood out. The Good Side was commissioned to craft a compelling sustainability purpose to help the brand connect with consumers in a powerful way and see off the threat from ‘born good’ challenger brands.

Our work examined opportunities across brand, category and culture - engaging internal stakeholders, external experts and completing category landscaping, culminating in a full purpose playbook.

The purpose statement and associated commitments provided clear direction for the organisation moving forward, creating a true north for future decision-making around social impact initiatives, and with potential to influence systems change decisions.

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