South Africa, May 28 -- "You can't just wake up one day and decide to be purposeful, it has to be built into your brand's DNA." Kantar and SA Breweries share the importance of looking beyond consumer insights to also tap into cultural aspects when amplifying brand purpose from within, during the Covid-19 pandemic and beyond.

As lockdown restrictions continue, being purposeful as a brand matters more than ever before. Some brands are still figuring it out, but it's been proven time and again that brands with true purpose are growing, with Kantar Futures, Global Monitor and Kantar Purpose 2020 studies revealing that 80% of overperforming companies link everything they do to a clear brand purpose.

The essence of brand purpose is about defi...