In the current climate it is fast becoming business-critical that companies and brands shift their focus from selling to serving and solving, a theme which many speakers predicted at Cannes Lions 2019. One speaker in particular made headlines due to his company’s hardline stance on the need for its brands to deliver genuine purpose to its customers. Unilever’s CEO Alan Jope took the stage to make the pledge that if any brand under Unilever’s umbrella failed to serve a broader purpose, it would no longer be a part of the company. He also condemned brands for cashing in on purpose, claiming that the industry is being polluted by brands that fail to deliver on their promise and values. Something that, as we start to think about the world beyond this crisis, will be front of mind as we redefine the role of brand on the road to recovery and renewal.