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Live your purpose

by The 100 Companies

Now more than ever, brands need to show their customers that they put people ahead of profits. Not doing so risks irreparable reputational damage.

Once life returns to the new normal in a post COVID-19 world, people will remember the brands that did the right thing by their employees and society. Those that make a shared sacrifice for the collective good will engender the type of goodwill that buys long term loyalty.

Smart brands will use this time to lean into meaningful and authentic purpose-led marketing strategies. It’s time to live your purpose, make a difference and show humanity.

 Louise Mezzina, The Dubai 100

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