Beyond Profit: The Ascendancy of Brand Purpose in B2B
ECXO
JUNE 20, 2023
Price and quality matters but consumers and buyers are increasingly making decisions driven by values-based preferences aligned with customer experience. McKinsey with NielsenIQ looked at five years of sales data from 2017 to mid-2022. We’re not getting existential here, but without purpose, do you have a business?
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