South Africa, Jan. 13 -- Today, the result of standing for something clear, meaningful, and consistent will gain the most attention. Brands with purpose earn trust faster, last longer, and grow deeper than those without it.

Whether you are a business competing for market share or an NGO competing for attention and funding, purpose has become the new currency of credibility. In a landscape crowded with products, promises, and polished marketing, this one truth has become non-negotiable.

The real question

The question is not whether your organisation has a purpose; the real question is whether the world can feel it.

Here's how brands can articulate their purpose in ways that resonate emotionally, build credibility, and inspire action, e...