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Altruism is not a new concept for brands. There has been much discussion about being purpose-led and “having heart” at the core of a business model. But never before has this been more important than during the global Covid-19 pandemic.

As far back as 2013, marketing titles were trumpeting the value of cause-related marketing. In the pandemic era, when memes and pithy internet quotes alike are calling for kindness, it could be argued that only tone-deaf organisations ignore this. But what does this mean for marketers now and in the foreseeable future?..

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