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.

In the next online Sunday Times GenNext discussion, we will speak to brands that have shown their commitment to operating within a larger social and environmental context, with a stated purpose of improving the lives of the young people they are appealing to. We will pick 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.