Promoted from Shutterstock By Jenni Baker-01 April 2021 21:54pm 'The power of purpose' panel discussion is available on demand via The Drum's Digital Transformation Festival website Brands are increasingly expected to drive marketing messages forward with purpose at their heart - but how can they achieve this authentically to drive an emotional connection with audiences? According to Harvard Business Research, 64% of consumers say that when they connect with a brand, it’s generally because of a shared value. Now, because of that, it’s not surprising that 70% of CMOs see that having purpose in their marketing messages is a key priority.