The DC Purpose Practice

Give us 30 minutes and we’ll give you 3 ways to turn values into actions.

Today, a brand’s appeal depends as much on how it behaves as the product it offers. But many companies struggle with how to turn their values into actions. Brand purpose has become less of a nice-to-have and more of a business imperative, especially with younger consumers.

94% of Gen Z believes companies should help address critical social issues.

Brands with purpose grow twice as fast as other brands.

Three out of four millennials would take a pay cut to work for a socially responsible company.


Only one in ten brand leaders have a defined purpose backed by a meaningful action plan.

We want to change that number. We want to help you bring your brand’s purpose to life. And we have a simple, zero-cost way for you to get started.

The “3 in 30” program works like this: you answer five easy questions and give us 30 minutes of time and we’ll bring you 3 launch-ready program ideas to help your brand start living its values in a meaningful way.

Email Noël Johnson to get started.


Why DC?

At Duncan Channon, we have experience with such values-based programs as our anti-smoking and anti-vaping work for the California Tobacco Control Program, working with the The Gap develop their “Code: Red” initiative, and purpose-based campaigns for brands ranging from healthcare to snack bars.

What’s the catch?

No catch. Really. We think this work is increasingly important and we love doing it. For brands that are looking to take action and live their values, we want to turn good intentions into real programs.

What sort of program ideas should I expect?

This work is customized for each company and depends on your current needs. But let’s be clear, we’re going to bring you ideas that are within our area of expertise—how to use the various marketing channels to more fully live your values. That might manifest itself in a real-world experiential activation or event, a partnership opportunity, a piece of content to tell your story, or other relevant programs.

Any obligation?

Nope. Of course, our hope is that you’ll want to pursue one or more of the ideas we bring you, but there’s no obligation.

How long does it take?

Email us. Let’s talk. Generally, we move quickly—a short questionnaire, we get a 30-minute meeting on the calendar, and then we work toward that meeting.

Will you do this for anybody? Everybody?

We do up to five “3 in 30” presentations per quarter and we schedule those on a first-come, first-serve basis. In other words, get after it.