"You only need to look at brands like Spotify or Adidas. They’re no longer just selling a product, they’re running huge campaigns on social action and social change. They’re trying to be as relevant as possible to their entire customer demographic. Everything they’re trying to do is with meaning and cause, and that’s on top of having a great product or service."

Chad West, head of global marketing and communications at digital bank Revolut, in a recent interview with Marketing Week for its report on how “brands can drive growth momentum by being meaningfully different.”