Oosthuizen says purpose is everything. "It's not 'well-meaning' but 'well-doing' purpose. I think it's about brands spending time to find an authentic purpose - one that makes sense in terms of what they do. Also, not just doing good but also driving growth is something that [P&G's] Marc Pritchard said, because if you don't do that, your Board's not going to buy into it. But I think we've got a big responsibility as marketers and creatives, because we do have the power to use creativity as a cause for good and a cause for change, and I think finding your purpose can help do that."