How to spot (and avoid) Purpose Wash


“Purpose wash” has become a catch all term for any business that talks with purpose, that uses their products, brand, campaigns, people, to contribute to positive change - but does not back this up with comprehensive action across every aspect of what they do. So how do you get purpose right? We heard from Katie Leggett at innocent, Sarah Gillard from the John Lewis Partnership, Mark Hamilton of Facebook and Jane Stiller at ITV at our event on “purpose wash” and this is what they had to say.