PwC study identifies purpose “gap” between companies, employees and consumers

PwC, the consultancy, identified a purpose “gap” between the positioning adopted by companies and the views of employees and consumers.

“I would argue that every company in  the US has a purpose problem,” argued Matthew Lieberman, chief marketing officer for the US and Mexico at consultancy PwC.

“Purpose is on everyone's lips in corporate America,” he explained to delegates at the Association of National Advertisers’ (ANA) 2020 Masters of B2B Marketing Conference.

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