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How authenticity became an integral badge of honour for today’s mindful businesses

Businesses can benefit from leveraging a purpose over profit strategy, creating and strengthening trust with customers, says Jon Wilkins, chairman of Karmarama.

Jon Wilkins, chairman at UK-based creative agency Karmarama, explains the business benefits of purpose over profit, and how authenticity fosters trust for customers.

He also discusses how some companies are going through a self-identification process which will see them working out what they stand for and why they exist.

This full interview is part of our Founders’ Stories series.

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