Purpose is something I have been thinking a lot about.
The key precipitating factor is the amount of work I have been doing on and around the Clarion Awards with the amazing team at EVCOM and the wonderful judges who have donated their time to evaluate some of the best work in the industry for cause-driven content.
More on these wonderful judges next week. But I know they have had a hard job again.
Before the awards, when I was calling and speaking to different live events companies and film production companies, both inside and outside the EVCOM network, there was a concern that submissions might be lower than last year. The thinking was that sustainability work and DEI had been somewhat suppressed, influenced by a global narrative coming from across the pond that has downgraded its importance.
However, the judging is almost complete. Not only have we had more submissions than ever, but by all accounts, the standard is incredibly high. The thought that keeps floating around is this. Whilst we might understand the importance of what we do, does everyone? And how has that importance grown with the amount of information and content that is now out in the world?
One thing that has evolved into a huge global problem is misinformation.
But I hear you ask, combatting misinformation. Was this ever part of the brief?
We may not always see it as our job. But if the good people in this industry do not do it, then who will? Who can? And who is in the best position to advise clients and businesses, not from an ideological perspective, but from a position of real need?
Corporates are driven by investment. That has always been true, but now more than ever, the good that corporates do and their financial performance are inextricably linked.
It is no longer uncommon to see share prices fall sharply when corporate misdeeds are exposed. Why? Because people are smarter. The next generation even more so. They can see through spin, lack of authenticity, over-PR’ing or greenwashing in a heartbeat, and they vote with their feet.
But can everyone?
And this is where our industry comes in.
Why does it fall to us to champion this?
Because we can. And because we should.
Over the past few weeks, we have seen some incredible submissions across categories including AI for Good: Responsible Innovation in Impact Communication, Most Sustainable Production or Event, Most Sustainable Supplier, Brand Communication, Celebratory, Diversity and Inclusion, Education and Training, Environment, Health and Wellbeing, Innovation and Social Welfare.
And it has been genuinely inspiring.
Now here is the question.
What is the point of doing this work, apart from the obvious answer that clients have asked us to do it? Back to the title, the purpose of purpose.
People want to see it.
Customers, consumers, investors, journalists, politicians, businesses, and all of the good people in between.
Corporates need it. People expect it. And the world needs to see the good that is genuinely out there.
It is more important now than ever. Today, England went to the polls again, and beyond these elections there is so much noise. Much of it is false, poorly informed, or deliberately created to misinform.
So again, why is this our burden?
Because we are in a position to do something about it.
It does not just add value to our clients. It helps bring truth into the world and enables people to make decisions based on the right information.
Maybe you can tell that I feel strongly about this.
I hope you can.
And if you submitted to the Clarions this year, you will know that.
Even if you did not, come and see the winners. Come and see the work. Join the debate. Whether you are a film company, a live events company, or client-side, take advantage of our early bird offer before it runs out on 20 May 2026.
We often talk about impact as a core metric when judging EVCOM Awards.
But misinformation also has impact. A partial truth, presented in a certain way, can have impact. It may serve a short-term agenda, but it is our role to guide clients towards doing things the right way.
Yes, this industry is rightly client-focused, but also, at times, arbiters of truth. Through the work you do and the connections you have, you are in a position to help clients, businesses and charities communicate the right information in the right way.
Because it is the right thing to do.
Because it will benefit our clients and their businesses in the long term.
And because it is better for society.
That is how I see the purpose of our purpose.
Do you disagree?