‘And they call this the era of brand purpose’

At marketing conferences around the globe Google and Apple executives are venerated and treated like minor royalty. Are these really the brands we aspire to emulate? A century ago George Cadbury paid all his taxes and then built houses for his employees with the profits that remained. The inheritors of his empire, Mondelez International, paid not one pound in corporation tax last year, despite UK revenues of £2bn.

And they tell us that this is the age of brand purpose.

Great piece by Mark Ritson in Marketing Week.