But for others, it’s less relevant. Purpose alone won’t fix a weak product or service. And if a brand claims one, it has to live it – because nothing erodes trust faster than a purpose that rings hollow.

At Spinach, we cut through the noise to find what truly matters. We help brands define a purpose that’s real, relevant and built to last – one that’s embedded in actions, not just words. Done well, brand purpose is a competitive advantage. Done badly, it’s a liability. We make sure it’s the former.