What does brand purpose really mean in 2024? 20 of the world’s top CMOs on how they answer that question

When Pepsi decided it was a good idea to have Kendall Jenner stroll out in the midst of a near-riot back in 2017 to quell the impending violence by giving a police officer a Pepsi, the term “brand purpose” was immediately and forever undermined, as much a laughing stock or severe brand risk as it was a pleasant way to talk about how your company was helping the world.

Now, almost seven years later, the concept of “brand purpose” is still as divisive as ever, conjuring visions of everything from greenwashing to controversial statements on social issues. But nearly ever brand still insists that they do have “purpose”—so what does it really mean in 2024?

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