CANNES\u2014Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year\u2019s Cannes Lions International Festival of Creativity. But there\u2019s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson.<\/p>\n
\u201cBrand purpose is so incredibly powerful and has the potential to do so much,\u201d Hanson says in this interview with Beet.TV at the recent Cannes Lions<\/a> International Festival of Creativity. \u201cYou look at the state of the world, the planet is in, there has never been a greater need for a complete overhaul of institutions, around politics and social and educational.\u201d<\/p>\n Alluding to the \u201ctons of panels\u201d at Cannes centered on cause or purpose, Hanson<\/a> draws a distinction between the two.<\/p>\n \u201cCause is often a reaction to something that is kind of negative. The question around purpose is how do you shift companies into a space where they are putting it right at their DNA. How do you act as a force for good and you don\u2019t simply kind of badge it?\u201d<\/p>\n