‘Last Christmas, I gave you my heart’, George Michael sang. And then, on Christmas Day 2017, he passed away. Heart failure. Let's make something meaningful out of that, we thought. By launching an appeal to become a heart donor. And JOE's listeners showed they had one.
Meaningful purpose and profitable business aren’t opposites, on the contrary, they go hand in hand and reinforce each other. More and more consumers are leaning towards brands and companies doing good and giving back to society.