The challenge with creating purpose driven brands: How to navigate the risks and rewards of balancing the needs of commerce and culture

Balancing commercial and cultural needs means that a company strives to achieve financial success while acting in alignment with cultural, social, and sometimes ethical values that are important both to its target audience and society at large. This is often a challenge, as commercial interests (e.g., increasing sales, growth, and maximizing revenue) can sometimes conflict with cultural expectations and needs (e.g., authenticity, values, or sustainability).

Jonatan Ehn

Jonatan Ehn is the Chief Commercial Officer at Swedish clothing brand Asket, heading up the company’s e-commerce-, retail- and marketing teams. After having spent 5 years at The Boston Consulting Group, supporting global fashion brands on topics such as digital transformation and data-driven growth, Jonatan joined Asket in 2022, driven by the stimulating challenge of driving responsible and profitable growth at a highly purpose driven company.

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Fredrik Jerlov

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Karin Winther

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