Social Purpose. Not to be confused with Political Correctness

As explored by our own Marc Cave in a Daily Telegraph article about Unilever's relaunch of Lynx, here's a handy list of things not to confuse your brand's sense of social purpose with:

1/ Political Correctness

2/ Millennial male sensitivity

3/ A bottle of shower gel with the dodgy scent of 'empowerment'

http://www.telegraph.co.uk/men/thinking-man/eau-dlad-scent-snowflakes-lynx-became-smell-generation/