The Good, The Bad & The Ugly: Doing Good vs Just Looking Good

At Cannes in Cairns, Jenn joined Citizens of the Great Barrier Reef founder and Earth Hour founder Andy Ridley for a candid discussion on the growing gap between what organisations say they stand for and what they are prepared to do. The conversation was hosted by former television journalist and Head of Content & PR at Sunday Gravy, Sean Sowerby.

The discussion challenged conventional thinking around corporate responsibility, activism, advocacy and purpose-led growth, exploring the difference between genuine impact and initiatives designed primarily for visibility.

Topics included:

• Purpose as an operating model rather than a marketing campaign
• The distinction between activism and advocacy
• Why credibility matters more than intent
• The risks of tokenism and performative purpose
• How businesses and impact organisations can work together to create systemic change
• What long-term commitment looks like in practice

The conversation highlighted the importance of aligning organisational capabilities, resources and decision-making with outcomes that people, communities and the environment genuinely need.

For more details: https://www.bandt.com.au/the-good-the-bad-the-ugly-how-brands-find-the-balance-between-doing-good-and-just-looking-good/