Brand purpose is more necessary today than ever. More and more consumers care if a company generates a positive impact on society, over and above the products or services it offers. This is explained by Carme Miró, CEO of APPLE TREE in a recently published article in the magazine Anuncios.

She believes that the real challenge for companies is that brand purpose is not limited to a nice brand “claim” or a campaign.

The really difficult thing is to implement a purpose that will be the transforming axis of the company culture and the business model. A good example and a great success story is the oil company NESTE, which is considered the second most sustainable and environmentally friendly company in the world. More than 10 years ago, it decided that his business should be structured around its sustainability purpose, and today it is a world leader in clean, renewable energy, with a business much wider than that of the traditional extraction of fossil fuels.