Writing in the Sunday Telegraph yesterday, Public First Founding Partner James Frayne wrote about corporate purpose – and the need for businesses to understand the political and social attitudes of their customers.
He argued that too many businesses unthinkingly create political initiatives that please their own internal teams, but that fall flat with their primary target – their customers. The article references a poll Public First did in the New Year, which showed how the customers of the country’s leading brands have wildly different interests.
You can read James’ article here.
