Purpose and marketing – bedfellows or in battle? | Cambridge Institute for Sustainability Leadership (CISL)

CISL Fellow, and Co Convenor and Head Tutor of the Sustainable Marketing, Media & Creative course, Dr Victoria Hurth discusses the conflict and opportunity in the relationship between marketing and purpose. Will the development of purpose-led marketing practices help lead the organisations and society to a positive future, or will marketing undermine the concept of purpose and further erode trust?