Cleansing the Industry of Purpose-Washing Beyond Profit Podcast

There is often a sizable gap between what companies say they stand for and what they actually do. Ty Montague calls this regrettable space bullshit, otherwise known as purpose-washing.As cofounder, chairman, and chief purpose officer at co:collective, a creative and strategic transformation firm, Montague is concerned about the growing number of brands that talk a good game about purpose but fail to deliver any meaningful action. He calls out some of these brands for their lack of authenticity and explores how to avoid the purpose-washer label through his aptly named podcast Calling Bullshit.In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose (http://www.ana.net/brandpurpose), Montague, named one of the Top Ten Creative Minds in business by Fast Company, joins host Ken Beaulieu to discuss the rise of purpose-washing, what he’s hearing from consumers about this issue, how marketers can activate purpose more authentically, and much more.