Contents Issue 39 October 2022 22 World view Impact report 09 Global round-up 22 Purposeful business From chatbot research in South Africa to French womens attitudes to femininity Spotlight 14 Evidence-based policy How can policymakers improve their use of evidence? Profile 18 A sustainable future Clim8s Duncan Grierson on environmentally friendly finances Clear brand purpose can offer a strong foundation for growth, but few attempts have been made to measure it Features 32 Royal Mail Marketreach How the marketing body for the mail industry is making the case for post 36 36 Beam Suntory Agile working and the democratisation of research are helping the spirits producer stay on top of trends such as low - and no -alcohol Focus 42 A fine balance Research business leaders on developing work/life balance policies 55 MRS The latest from the Market Research Society 58 In seven Professor Mirella Lapata discusses her research into natural language processing 4 Impact ISSUE 39 2022_pp4-5_contents.indd 4 26/09/2022 11:45