E14: Purpose vs. Performative - Can Brands Do Good Without Being Cringe?

A casual, over-a-coffee chat between the host and Quals.AI on a study about brands taking positions on social issues. Consumers expect action (sustainability, equality, mental health) — but skepticism is high when it feels performative.

Key thread: trust comes from transparency + measurable impact + consistency.

#QualsTalks #BrandStrategy #ConsumerInsights #Purpose #Sustainability