Patrick Neyret, Marketing & Innovation Director in Danone’s Plant-Based division for the DACH area, talks about the importance of identifying the right purpose for brands who want to undertake purpose-led marketing. The challenge of translating purpose and sustainability into commerce is his Shiny New Object, one that will become crucial as these concepts have become essential to almost every brand’s marketing plan.

But, do all brands need to do this? Who has a right to play and when? And, if purpose-led marketing makes sense for your brand, how can you best approach it? Listen to the podcast to find out Patrick’s thoughts and tips.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.