Whether fueled by the pandemic, climate issues, or social change, there's been an explosion of interest in purpose-driven marketing.
Scott Goodson and Chip Walker, partners at StrawberryFrog, the independent marketing, advertising, and design company, have found that activating purpose is often a significant challenge to brands. As a result, they co-authorized a book, appropriately titled ACTIVATE BRAND PURPOSE, which discusses how their trademarked “Movement Thinking” approach can be applied to purpose. Movement Thinking™, conceived by the authors, is a process that harnesses the concepts of social movements to energize staff, build trust and belief, and ultimately help businesses prosper.

ACTIVATE BRAND PURPOSE: How to Harness the Power of Movements to Transform Your Company, published in 2021, focuses on how business leaders can move beyond talk to action, while galvanizing people around a cause. The book draws on business cases and interviews with top brand executives at Coca-Cola, PepsiCo, Patagonia, Nike, Verizon, Xerox, REI, Truist Bank, Walmart, and many others. It also investigates what people expect from a brand in return for their money and loyalty through the Purpose Power Index, featuring more than 17,500 consumer responses.