There is often a sizable gap between what companies say they stand for and what they actually do. Ty Montague calls this regrettable space bullshit, otherwise known as purpose-washing.

As cofounder, chairman, and chief purpose officer at co:collective, a creative and strategic transformation firm, Montague is concerned about the growing number of brands that talk a good game about purpose but fail to deliver any meaningful action. He calls out some of these brands for their lack of authenticity and explores how to avoid the purpose-washer label through his aptly named podcast Calling Bullshit.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Montague, named one of the Top Ten Creative Minds in business by Fast Company, joins host Ken Beaulieu to discuss the rise of purpose-washing, what he’s hearing from consumers about this issue, how marketers can activate purpose more authentically, and much more.