Recent research suggests purpose marketing isn’t getting through to people, particularly Gen Z, as well as it once did. But that hasn’t been the case for Dove, according to the Unilever brand’s Global Chief Marketing Officer Alessandro Manfredi.
More than 18 years into the Campaign for Real Beauty, the brand still benefits from it, Manfredi said on the latest episode of the Marketer's Brief podcast. Purpose marketing, he added, “can be a fantastic accelerator, but needs to be done properly. And it’s not easy to do it properly.”