Watch: Purpose marketing hits and misses from Doritos, NotCo, Greenpeace, 4 Pines beer and more

I am from a political background, from a long line of activists and before that trade unionists. For as long as I can remember I heard tales of anti-apartheid and miners’ strike struggles. Righteous anger at the latest injustice. From early on I was culture jamming and ethical hacking. It was no suprise when I announced I wanted to “do something worthwhile”. So here I am: Chief Purpose Officer. Making a difference. It’s not easy, spotting the latest cause and of course identifying any cause we need to move away from. It’s fast-moving. Good job I’ve got the processing power.