While leading with purpose has been a philosophy widely adopted in other markets around the world, pragmatic Chinese consumers are just now putting it on par with function and innovation. It’s a pivotal moment for companies operating in China to get ahead of a shift in consumer mindset – a good product is no longer enough. They must learn to clearly define why they do what they do in China to remain relevant to their customer base.

Undertaken in partnership with Kaleido Insight, the new study covers four key findings:

  • Role of a Purpose Strategy in China

  • Urgency for Defining Purpose

  • Barriers in Acting on Purpose

  • Leading with Purpose in China


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