Future of FMCG: Brand Purpose


Businesses with a strong sense of purpose grow faster, but what does purpose mean to media? Carat USA Head of Strategy James Allen argues we should think about media investment as a behavior, not just a marketing activity. In the same way brand strategy dictates the tone of communication, media strategy should dictate the behavior of communication. That means deliberately investing with partners who represent the change we want to see in the world.


Future of FMCG is Carat’s response to the challenges that have been disrupting consumer goods for the last decade. Emerging competitors, new distribution channels, slowing growth, and changing consumer attitudes have forced brands to question the old truths of FMCG marketing.

Carat’s thought leadership series provides answers to the most pressing questions facing the category, from consumer understanding to growth, data, and organizational frameworks.  Based on our work with the world’s leading advertisers, we are mapping out a path towards an exciting and dynamic new model for big FMCG brands. Our position is that scale and innovation should be natural partners.

Check out Carat's  full Future of FMCG series and how your brand can gain a competitive advantage through marketing and media here.

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