The pandemic and lockdown have revealed the importance of community and connection. Staying at home has made us appreciate what is local, close and personal. And it is communities, sometimes more than governments and global businesses, that have rallied round to help e...

Warren Buffett once remarked that, “Only when the tide goes out do you discover who's been swimming naked”. Without naming and shaming, the tide of Covid-19 has uncovered the true values of many brands. Have you treated customers fairly? Have you protected employees? W...

As we began 2020, climate change and the reduction in single-use plastics were a key focus for the public sector, private sector and the general public, albeit with a lot of work still to do to achieve climate targets. How will Covid-19 impact the progress and momentum...

In this second of a series of ten articles, looking at the long-term strategic implications and opportunities of Covid-19 for brands, we consider how Covid-19 is changing people’s attitude towards health and wellbeing and speculate on the implications and opportunities...

30 Apr 2020

This article was originally written for the Foreign Correspondent's Club in Thailand. It appeared in their bulletin dated 29th April.

In an increasingly data-driven world, public opinion polls are an important resource for journalists, as long as you are clear on w...

What are the long-term strategic implications and opportunities of Covid-19 for brands? This is the first in a series of weekly articles looking beyond immediate tactical responses to think about the issues that will shape longer-term strategies for brands. We will be...

16 Apr 2020

This article was originally written for the Foreign Correspondent's Club in Thailand, to support journalists reporting Covid-19 data. It appeared in their bulletin dated 15th April.

Governments and organisations around the world are using data about Covid-19 testing and...

16 Aug 2019

At FUEL, we believes that businesses have a critical role to play in tackling many of the problems we see in the world today.  Craig Griffin from FUEL recently met Bas Fransen, CEO of tree-planting organisation EcoMatcher at ESOMAR APAC Conference in Macau in May 2019....

5 Apr 2019

FUEL is pleased to announce the upcoming launch of a new book entitled 'Thailand 2020: 10 Key Principles for Marketing Success'.

Thailand 2020 will be THE essential handbook for senior marketing professionals based in, or with responsibility for Thailand and wanting to...

3 Apr 2019


Most market researchers have been taught that well designed market research usually involves a very tightly defined ‘problem’ to solve. This ‘problem’ often takes a very ‘brand centric’ view of the world which reduces people to ‘consumers’ or ‘buyers’. The...

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Rethinking Corporate Responsibility and Brand Purpose

May 22, 2020

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Research & Consulting

Bangkok, Thailand


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