'Brand purpose' is the reason for existing beyond making a profit, a way of connecting with consumers on a personal level, and the new 2022 John Lewis Christmas advert*, part of their broader 'Building Happier Futures' programme, is certainly receiving praise for doing just that.

There is evidence to suggest that consumers are more inclined to shop with organisations that share their values, but does this hold true during a cost-of-living crisis?

How will this advertisement impact consumer behaviour?

Please share your thoughts below!

*(85) John Lewis Christmas Advert 2022: The Beginner - YouTube