Would you support a brand without purpose?

September 30, 2020 | By Raja Rajamannar

The Topline

Today’s consumers are backing the brands they trust and backing away from the rest. It’s not just what a business does that matters, but how it does it — and why.

The Tidbit

Sustainability is a key ingredient to building and maintaining that trust. That means more than just caring for the environment -- it means working to build a more equitable, resilient world.

The Fundamentals

For the good of our business and the good of the world around us, at Mastercard we’re focusing on four key areas: inclusive growth, environmental stewardship, people and culture, and ethical and responsible standards.

My Take

  • The only sustainable growth is inclusive growth. Working hard to level the playing field helps unlock opportunity for everyone, everywhere.
  • To realize long-term growth, businesses need a thriving world to thrive. Taking dramatic action to heal our damaged planet and climate should be a priority for all companies – it is the only sustainable way forward.
  • We must ensure our workforce feels welcomed, supported and heard in order to live up to our own promises. Well-cared-for employees also make the most authentic brand ambassadors.
  • Operating ethically is mandatory in our increasingly connected world. Conducting business responsibly and transparently is mandatory. Building ethical brands can help encourage a thriving global citizenry.


Long Story Short

Conscious consumers have created a demanding marketplace where brand trust is critical to business success. To earn and keep that trust, we must champion sustainability and ethics in everything we do.

About this blog

Marketing Sense is a blog series from Raja Rajamannar, Mastercard’s chief marketing and communications officer. Every month, Marketing Sense will bring you unique, original, relevant content to equip you with the knowledge that will keep you ahead of a rapidly changing industry. We’ll filter out the noise to focus on key marketing trends backed by new findings and support from thought leaders from across the trade.

Photo of Raja Rajamannar
Raja Rajamannar, Chief Marketing & Communications Officer