It was estimated that advertising spending worldwide would surpass $560 billion in U.S. currency in 2019, representing a growth of roughly 4% compared with the previous year. The actual amount of money spent sits around $592 billion, exceeding the estimate by over $30 billion, according to Dentsu Aegis Network’s January 2020 Forecast, the actual figures exceeded the estimate. “Purposeful communication” is from a 2017 marketing trend: that year almost half of the Cannes Lions Festival awards were handed out to purpose-driven campaigns as opposed to 29% in the previous four years (source: Dentsu Aegis). This trend was confirmed in 2018 (15 of 27). And 2019 was a BOOM: purpose was at the core in Talks and Works, often as an empty buzzword and sometimes as an actual driver of change. For companies, communicating their values ​​through ‘purposeful’  campaigns is a great opportunity but also a great challenge in a climate of distrust, where 6 out