There is increasing evidence that many twenty- and thirty-something consumers – Millennials/Gen Z if you prefer – are driven by different motivations, compared with preceding generations. In line with this perception, there is now much talk of the benefit of so-called ‘purpose-driven communication’, whereby companies seek to show they are about more than simply making money. This throws up a number of communications challenges for companies and their spokespeople – they need to adapt their messages and ways of delivering them. For more on this, see my article just published in City AM:
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