Purpose = Permission

Honey Maid's response to Indiana's "Religious Freedom" law demonstrates one thing really clearly: Brands that stand for something - that have a purpose beyond their product - can join the conversation on timely social issues in a genuine and meaningful way.

Honey Maid's #ThisIsWholesome initiative (which I previously wrote about here) is far bigger than advertising. It's a foundation (a purpose) on which everything the company communicates can sit. Nicely done.