Making a misleading claim about the environmental benefits of a product, service, or company practice.

Defined by Thomas Kolster as “creative advertising that cares” (Thames & Hudson: 2012), it refers to Advertising having a ‘Social Purpose’

When a company says it follows ethical standards related to the treatment of its workers and the communities where products are grown or manufactured when it really doesn’t. Cfr. Huffpost 6,12,2017

The capacity to recover quickly from difficulties; toughness. Referring to the brand, a resilient brand does not hide and publicly admits its mistakes, apologizes and does everything to improve itself.

An active approach to improve everyday conditions through creativity. The perfect portmanteau of #Creativity (which is a primordial act, physical birth, even before abstract speculation) and #Activism in its most contemporary and pacifist meanings. cit. Pascal Gielen “Creativity and other Fundamentalisms”(2013)

Defining what a company does – beyond making money – and why, allowing for long term sustainable success.

To impact the thinking, attitudes or behaviours of people in some way. To influence instead of only communicate.

An inspirational reason for being in order to make a universal and timeless impact. “[Purpose] captures the soul of the organization. It is like a guiding star, the polar star on the horizon, and ideal to be attained. The core purpose itself may not change but it may inspire change” C O L L I N S , P O R R A S B u i l t  t o  l a s t , 1 9 9 7

Something that you do, and that you’re conscious about. For companies is a commitment for ‘doing good’.