Honest Marketing is a thought-leadership campaign that supports our Trust-Based Marketing program. The campaign explores the purpose-driven business initiatives that matter most to consumers when deciding which brands to shop from. And how marketers and brand guardians can utilize these changing consumer expectations to position their brand and drive growth. The research consists of a consumer survey, a CMO survey and CMO interviews, each across 8 markets. The full report focuses on six key findings for brands to follow in order to successfully use brand purpose. It also looks at the approaches CMOs take in relation to brand purpose, and what consumers look for in brands.