In recent years research has consistently shown that brands with purpose attract customers who are willing to pay more for goods and services and grow faster than other brands.

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Following successful examples, like Patagonia or Unilever, more and more brands are enthusiastically embracing their purpose. However, most struggle to translate purpose into more meaningful relationships with their customers and ultimately bottom-line results.

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The immediate objective of the Marketing with Purpose colloquium was to bring together researchers, practitioners, and society at large in order to debate the role of marketing in the global efforts to reach the Sustainable Development Goals from the United Nations, including responsible production, responsible consumption, the reduction of poverty, the reduction of inequalities and climate change. The long term objective of this colloquium was to contribute for corporations and consumers to reflect on their role in the construction of a Marketing with Purpose.