""AI won't change the fact that audiences reward consistency, transparency and real commitment," she says. "What it will change is the signal-to-noise ratio. Purpose-driven communication that is truly lived out by a company will stand out even more because people will crave rare authenticity amidst a flood of optimized narratives.""
""Purpose becomes authentic when it's not just a message but a way of being," she explains. "Companies that embed impact into their business model, like sustainable sourcing instead of one-off Earth Day sponsorships, earn trust, loyalty and resilience.""
""Do something meaningful, then communicate it," she says. "Action, evidence, message, not the other way around. Radical transparency should include moments when things don't go as planned. That honesty builds trust.""
Brands must move beyond slogans and embed measurable purpose into core business operations so impact becomes a long-term philosophy rather than a marketing lever. Purpose should be lived through practices such as sustainable sourcing instead of one-off campaigns, which builds trust, loyalty and resilience. Authenticity requires consistent action, evidence and radical transparency, including acknowledging when things go wrong. AI will raise the stakes for authenticity by increasing the signal-to-noise ratio, making truly lived purpose stand out. Purpose-driven communication must be backed by verifiable action, not just optimized narratives. Embracing imperfections can enable creative disruption and real progress.
Read at The Drum
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