There are many serious issues facing us as a world. Brands and their marketing have a big responsibility to contribute solutions. Marketing departments are, or should be, at the heart of understanding the external, human aspects of a business in the context of the market. Marketing teams, whether they know it or not, use the tools of the psychologist to change perceptions and behaviours. Fun is a powerful tool for creating trustful human relationships.

Video showing a great example of Innocent is using its brand and marketing for social good and driving a powerful values led connection with people as well as driving shelf presence and standout.