Purpose has been one of marketing's biggest buzzwords for the past decade. But is it still driving brands forward, or has the conversation shifted?

For our final breakfast of 2026, WAMA's much-loved Debate returns to tackle one of the biggest questions facing marketers today:

The era of purpose-led marketing is over.

Consumers are under increasing financial pressure, businesses are being asked to do more with less, and marketing teams are facing greater scrutiny than ever before. So where does purpose fit into the equation? Is it still a competitive advantage that builds stronger brands and deeper customer loyalty, or has the pendulum swung back towards what marketing has always been expected to deliver: commercial results?

This isn't a keynote or a panel discussion. It's a debate.

Two teams of passionate marketers will argue both sides of the motion, challenging assumptions, defending their perspectives and inviting the audience to decide where they stand. Expect plenty of strong opinions, thought-provoking arguments and a few laughs along the way.

Whether you're firmly in the purpose camp, believe profit should always come first, or are somewhere in between, you'll leave with fresh perspectives on one of the most talked-about topics in modern marketing.

It's also WAMA's final event of the year, making it one last opportunity to catch up with Perth's marketing community before we wrap up 2026.

📅 Thursday 22 October

⏰ 7:30am – 9:30am

📍 Fraser's Restaurant, Kings Park

Our debaters will be announced soon, but if previous WAMA Debates are anything to go by, you'll want to secure your seat early.

Contact the host of The WAMA Debate: Purpose vs Profit