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Shifting Gears: From Nonprofit to For-Purpose via Forbes Nonprofit Council

As a member of the Forbes Nonprofit Council I’m proud to share what I have learned from my experience. 

“Purpose” is the buzzword driving the communications strategy for brands in every industry right now, and for good reason. Consumers increasingly care about the problems facing their communities and the world at large — like social justice, democracy and climate change — and they are demanding more from the companies they buy from. 

It’s not enough for brands to pour money into athlete sponsorships, promoted events or influencer campaigns to boost their sales. Customers want them to demonstrate their values and do some good in the world. 

Shifting to a for-purpose framework is a good idea for three main reasons and you can read about these in more detail on Forbes.