Joseph Thavaraja

14 Jun 24

2023 Purpose Driven Brands study by Barkley’s

Barkley’s latest exploration into Brand Purpose has unveiled compelling insights that demand attention. Dubbed the “Annual State of Purpose Report,” this study, led by Kansas City-based BarkleyOKRP, an independent creative idea company, brings forth pivotal findings reshaping our understanding of consumer behavior and brand engagement. Amidst global economic concerns, the study reveals a surprising trend: […]

05 Jun 24

Consumer Value and Purpose

In the wake of the pandemic, many brands found themselves on precarious ground, facing the chopping block of consumer preference. The seismic shifts in consumer behavior and priorities underscore a critical truth: survival in today’s market demands a profound alignment between brand purpose and individual values. Gone are the days when consumers passively accepted whatever […]

12 Feb 24

Pandemic, some brands landed on the chopping block. Why?

There is no doubt that to survive in today’s market conditions, brands have to subscribe to a purpose that serves the personal values of consumers and in some cases, their habits. Individual consumer values mostly center around the social, environmental or cultural aspects while at times, the customer’s personality too plays a critical role in […]

24 Jul 23

Target flies into an unlikely marketplace and crash- lands packing a $10B loss in ten days. What are the lessons?

As pride month looms around the corner in the US, it’s the predicament of the seventh largest retailer Target (officially Target Corporation) that has become the latest siren call in a series of Brand martyrs on the altar of inclusivity. Target, the widely known retailer, is also well known for fashionable clothing. In keeping up […]

22 Jun 23

The oil that sustainability cannot do without for a clean energy future – Part III

● Sri Lanka’s FDI propositions Stronger ESG numbers in a country help spur investors towards it as they sustain their confidence. The World Bank’s ESG Data Portal is an online data platform and provides “sovereign-level environmental, social and governance (ESG) data” – meaning it provides country-by-country macro data on the three pillars of ESG-Environment, Social and […]

15 Jun 23

The oil that sustainability cannot do without for a clean energy future – Part II

SolAbility’s Global Sustainable Competitiveness Index (GSCI) shows that in general, high GDP countries are ranked higher in their ESG, though this is not always the case. Many higher GDP countries in the Middle East perform poorly. Some low GDP countries (Eg: Peru, Laos), though poorer, rank higher in theIndex. When performance is viewed from a […]

08 Jun 23

The oil that sustainability cannot do without for a clean energy future

● A case of hit & miss – The bag of Sri Lanka’s ESG numbers Stronger ESG numbers in a country help spur investors towards it as they sustain their confidence. The World Bank’s ESG Data Portal is an online data platform and provides “sovereign-level environmental, social and governance (ESG) data” – meaning it provides country-by-country […]

01 Jun 23

From the relaxing Bud Light to a chaotic Bad Light…that miscalculated Mulvaney blend

Which beverage brand would ignore a market of US $1.1 trillion? Not Anheuser-Busch (AB), the brewer of Bud Light, the light beer that is fell in the throes of unwelcome controversy. “Bud Light” arrived in the market when AB changed its previous “Budweiser” beer to “Bud Light” in 1990. Bud Light poured itself into the […]

26 May 23

When a Bud Lighting moment is outdone by a gaslighting moment

The spectacle of well-known brands getting ensnared in the unsavory porridge of wokery/ LGBTQ comms is becoming the order of the day. As the comms sector saw the cooling off of the controversial run on the Bud Light-Mulvaney episode, no less than Adidas AG, the German brand which is a global sportswear phenomenon, picked up the […]

18 May 23

Greening the ESG greenbacks via the developing world’s rainforest

Was it the weak banking sector outlook alone spurring the investor sellout of ESG assets, causing the asset decline? Or did Credit Suisse particularly have a bigger play on ESG assets, unlike other banks? It did. Unlike other banks, Credit Suisse was a leading player in a (very) less known ESG asset class. This asset […]