You almost feel like a traitor to the good cause when you criticise the Purpose religious community of consultants, agencies and brands. How do I even come to this when consumers repeatedly emphasise in surveys how important the purpose of brands and companies is to them in their purchasing decisions? In the meantime, the wall of the convinced is showing clear cracks. Even when it comes to purpose, dreams don't really want to materialise. One reason for this is that naive survey results have nothing to do with behaviour. And that in some places there is an almost romanticised image of people's considered, socially oriented purchasing decision behaviour. Marketing seems to be too weak a force to make human behaviour truly sustainable. This BrainCandy shows what can be done better

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