Unilever and P&G, the stalwarts of the traditional FMCG world, have been voted as joint top "purpose leaders," just ahead of Google and Apple, with Coca-Cola in fifth spot. The poll of marketers
by the World Federation of Advertisers (WFA) defined "purpose" as creating programmes that positively impact communities and operate through ethical business practices. It is an
important point because nine in ten of the marketers polled believe "purpose" is set to become more important in building brands.
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