Purpose is Trending: Unpacking the Role of Twitter’s Audience in Activating Brand Purpose

Twitter exists to “serve the public conversation,” and is universally recognized as a platform for activism, social change, and amplifying messages. In this session we’ll unpack brand purpose, and the disproportionate reaction (both good and bad) that Twitter’s audience has when brands launch purpose-driven communications and connect their purpose to what’s happening in culture. We’ll reveal the strategy and business impact of purpose-driven campaigns from brands like Gillette, Microsoft, Patagonia, and Nike, as well as social movements on Twitter like #MeToo and #March4OurLives, providing a tangible framework for connecting brand purpose with audiences worldwide.