Putting purpose into action

Putting purpose into action

Communications and sustainability experts from innocent drinks, Oracle and Taylors of Harrogate joined us to discuss best practice purpose-led communications and how to build it authentically within your organisation from the inside out at our event, The Future of Social Activism.

On Tuesday 29th January, straight from Davos, Steve Barrett, Global Editor in Chief, PR Week opened our breakfast event at the Haymarket Hotel on why organisations need to put purpose at the heart of their business and communications strategies.

You can view all the presentations and the panel discussion below.

Our top insights from the morning

1. Authenticity. Understanding the importance of building authentic purpose. Consumers and employees see straight through ‘purpose washing’ and it can actually have a negative impact when brand campaigns are not followed by business action. 

2. Employees. The value of your internal audience in building a purposeful brand. Everyone in the business needs to play a role – not just the sustainability team (and definitely not just the communications department).

3. Include everyone. Social activism and purpose is a cross generational, multi demographic, global issue that organisations are tackling, don’t be fooled into thinking it’s only Gen X that care.

4. Small steps to big goals. Your purpose strategy will help you get to your bigger vision. Take small, manageable steps in a bid to make big, global strides. Those small increments are the ones individual customers and employees can identify with.

Watch Steve Barrett, Global Editor in Chief of PR Week open our event with an overview of Davos and the themes that are affecting communications now.


MSL’s James Warren and Kathleen Enright from sister agency Salterbaxter unearthed hard stats from MSL’s global research into 7000 consumers in five key markets, which highlight how the UK in some cases differs greatly from the rest of the world when it comes to our approach to social activism. Discover what this means for communicators.


Katie Leggett, Sustainability Manager at innocent drinks delivered a passionate presentation on the work they are doing on internal engagement. She highlights how innocent hire against their values and build purpose into every aspect of their business.


Experts from Oracle (Chris Talago, VP Communications EMEA & JAPAC) and Taylors of Harrogate (Sam Ward, Brand Communications Lead) joined Kathleen, Katie and Steve for an insightful panel discussion on all things purpose-led communications. They discussed how to be truly authentic, use employees effectively and the challenges of building purpose into a global versus local organisation plus much more.


If you would like to find out more about how MSL can help you with your communications strategies or would like more information on the global MSL research project, please get in touch.



Claire Hutchings

Head of Marketing

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