You have made it loud and clear. The time for discussion and awareness is over. It is time for action. There is no doubt that authentic, purpose-driven work can have a positive impact on behaviour and society and support business results. But there is growing evidence that people are cynical of brands who "purpose-wash" for short-term gains. We're in woke times.
As the stakes become higher, brands and companies must live out their beliefs and missions or get their house in order before they seek to take communications messages to market. In essence, they need to be fully accountable. They must walk the talk.