Today’s society is overwhelmed with news, stories and advertisement. Audiences have limited time and are picky when it comes to digesting content.
Brand journalism helps to tell your organizational stories around your brand purpose. Ideally, you communicate in your content about your values, your mission, your company stories and reflections. When conveying these stories, you highlight your purpose, your beliefs and create momentum. You connect with your audience; you inspire and guide your reader’s reflection.

Brand journalism is a mix of traditional journalism, marketing and public relations to create awareness through stories and content associated with your organization. It is not selling, but telling authentic, purpose-driven stories which add unique value to your customer.

A report by Deloitte

A new generation has arrived. Gen Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the world’s population counting themselves Gen Zers.

Its members are about to step onto the world stage, entering the workforce and spending money on the products, services and solutions that you produce, provide and create.

In this report, we look at the factors that have gone into shaping Gen Z, demographic shifts taking place in the US that will affect Gen Z’s entry into the workforce, Gen Z behaviors and attitudes and their view toward work, the future of work and what it means to organizations and employers seeking to entice and integrate Gen Z into the workplace.

More information:

We believe that trust is generated through putting purpose in the core of your strategy. The growth is made through economic, social and environmental sustainability. What would a sustainable, universally beneficial economy look like? “Like a doughnut,” says Oxford economist Kate Raworth. In a stellar, eye-opening talk, she explains how we can move countries out of the hole, where people are falling short on life’s essentials and create regenerative, distributive economies that work within the planet’s ecological limits.

Check out more TED Talks:

Generating leads is the most important part of any business. The ability to market an organization’s services to the right target demographics in a successful way is a skill that takes a lot of time to master. The process of lead generation makes or breaks a company, which makes it essential and the core of business operations. Lead generation is among the top marketing priority for marketers. [1].

Leveraging business activities

Leads qualify based on the interest of potential customers [2]. For example, a marketing-qualified lead of a potential consumer expresses interest but the client is not yet ready to discuss sales. A sales-qualified lead inquires about the business’ product or service ready to buy. While a product or service-qualified lead defines a returning customer to engage again in the business’ service or product. Finding and developing these leads require a good marketing and communication strategy that successfully leverages a business’ activities [3]. 

Potential customers are on a journey to identify what makes the business different from its competitors, wondering whether the product or service meets their needs and values before making the decision to buy or engage. Markets have become more competitive, the choices are vaste and consumers are more aware. As such, purpose-led organizations that seek to add value beyond making a profit and promote change are favoured by a majority of consumers [4, 5]. Being sustainable is no longer a nice-to-have, it is a business approach and necessity for innovation. Businesses with a sustainable business model creating environmental and social benefits on top of their services set themselves apart from competition [6] and have a true chance to reinvent capitalism.

Generating leads

Building leads require investing time in a marketing strategy that highlights the business’ strengths and direction the organization wants to go. This includes identifying the client journey, the target audience and their key concerns while creating relevant content tailored to their public. This means building an online presence through relevant content by publishing articles on blogs, engaging in social media while creating content to nurture lead generation [1-3]. Ultimately, the organisation shares its thought leadership and enhances its brand.

When carrying out engagement activities, having a Call to Action (CTA) is especially important. A CTA is a prompt for leads to connect with or purchase a good or service and helps build the company’s customer base. Cultivating leads and providing good service pre, peri and post-sales ensure word-of-mouth promotion and create a positive brand image that emphasises a business. At last, leads come in and become more and more sales-qualified. [1-3]. How are you generating leads and grow your business?

Key Takeaways:


[1] HubSpot State of Marketing 2021
[2] Lindsay Kolowich Cox, 2021 “Lead Generation: A Beginner’s Guide to Generating Business Leads the Inbound Way”, Hubspot.
[3] Robyn Kyberd, 2020, “The Ultimate Guide to Lead Generation for Sustainable Business Growth”, Medium.
[4] Deloitte, 2021 “The Deloitte Global 2021 Millennial and Gen Z Survey”, Deloitte Touche Tohmatsu Limited.
[5] Southern Cross University, 2019, “Going Green”, Southern Cross University.
[6] Vincent Diringer, 2022, “The Importance of Sustainable Business Models”, LEAD-WiSE.