PRWeek Purpose Awards 2025

The purpose agenda and the impact it produces for business is going through an evolution as brands transform their language and messaging to address a backlash from detractors of the concept that good business can be profitable business. For example, high-profile companies have pulled back from DE&I commitments made following the murder of George Floyd. Critics of ESG (environmental, social and governance) or so-called “woke capitalism” say business has no place getting involved in social issues and should stick to core operations rather than pursuing what critics define as a liberal elite agenda. On the other side of the coin, there have also been accusations of an increase in “purpose-washing” and inauthentic activities aimed at box-ticking and short-term gain rather than truly impactful long-term impact. Stakeholders including employees and customers still want to know what companies stand for before interacting with them. At