“Function-driven” manufacturers? What a crock.

For the previous 5 years or so, purpose-driven something—be it manufacturers, advertising, corporations or what have you ever—has discovered itself squarely affixed throughout the zeitgeist of our trade, the speak of at present’s most distinguished advertising thought leaders.

However what’s there to debate? Should brands be purpose-driven? After all they need to, if for no different motive than the truth that manufacturers are inherently purpose-driven.