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Charlotte Rogers, Marketing Week

Why brands need to bring their purpose to life internally, not just externally

Any true measurement of the social impact of a purpose campaign should start by analysing the impact on employees. Total transparency around the goals and achievements of each campaign will help businesses bring the wider team along with them, and in turn help consumers see it is a genuine effort.

The Body Shop has a number of ongoing initiatives, such as its ‘Forever Against Animal Testing’ petition to get animal testing in cosmetics banned worldwide. It is aiming to reach 8 million signatures to present the UN this year . . .

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