IAA | Social Purpose of Brands | Maher Nasser

Social Purpose of Brands | Maher Nasser

Category - Why Brands Matter 2020

With the world in crisis due to Covid-19, it’s easy to see why the importance of brands is being overlooked and questioned. Consumers are increasingly cautious about where they put their money, what brands they choose to trust, and what those brands represent. However, with brands so intrinsically linked to GDP, we must consider the role that brands can play in rebuilding the economy and pioneering the new normal. With this in mind, we have assembled some of the greatest minds from digital, industry, government, and agencies to give their opinions on the burning question of Why Brands Matter.

As part of the International Advertising Association’s Why Brands Matter campaign, Maher Nasser, Director of the Outreach Division for the United Nations, gives his view on how essential it is for brands to have a larger social purpose. With younger generations increasingly calling for brands to have an active and genuine interest in improving their world, Maher talks about how brand responsibility and how important it is for brands to not exist within a bubble and be a force for good. With sustainability and the climate crisis looming at the forefront of everyone’s minds, Nasser stresses how essential it is for brands to unite with governments to accomplish a greater goal.

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