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Purpose washing: ongeloofwaardige reclame, door Fons Van Dyck

Media Marketing
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Afgelopen week werden in Cannes opnieuw de meest creatieve ideeën en campagnes ter wereld bekroond. Ook dit jaar was de lucht aan de stranden van de Middellandse Zee helemaal zwanger van campagnes waarmee merken een hoger doel, ofte ‘purpose’, willen dienen en zo de wereld willen verbeteren. Maar de nieuwe topman van Unilever, Alan Jope, waarschuwde in een toespraak ook voor nieuwe vormen van ‘purpose washing’ die de geloofwaardigheid van marketing en reclame in hoofde van consumenten en publieke opinie ondermijnt.

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