#BuyLocal movement as a tool for purpose driven marketing

A purpose-driven brand generally will perform better than a business driven only by profits, simply because the former will attract more customers and better talent. Obviously, the idea is to achieve ROI and generate profits but having a purpose beyond the bottom line is what motivates marketers to push towards that profitability.

The online Sunday Times GenNext discussion, we spoke to brands that have shown their commitment to operating within a larger social and environmental context, especially with the emphasis on how manufacturing locally and buying local will have an impact on their future. We picked their brains on what the youth are demanding, how to forge the ultimate emotional connection with the youth and how to create a sense of purpose that resonates with them.