In a purpose-driven business, the role of marketing changes from traditional advertising of products or services to building a social purpose brand ecosystem. Companies that adopt a social purpose as the reason their company exists, see a major shift in the way marketing is integrated and delivered.
Over the past decade, consumers around the world have increased their expectations about the role corporations play in society, and they are demonstrating these expectations with their purchasing power. Social purpose is an emerging trend in business whereby companies define their reason for being in terms of the good they do for people and the planet. This process enables organizations to establish a competitive advantage and create new opportunities for maximizing profits and building shareholder value. Social purpose companies exist to create a better world through their core business operations.
In this upcoming Sustainable Brands Webinar, Peter ter Weeme, Chief Social Purpose Officer at BCLC will lead the discussion with Maddy Kulkarni, Global Marketing Director, Sustainability & Social Impact at PepsiCo and Bridget Russo, Chief Marketing Officer at CLMBR, to unpack their experience in engaging stakeholders in their purpose-led marketing transformation and explore lessons learned from articulating and operationalizing social purpose and how those experiences impact marketing strategy and practices.
Key takeaways:
- Gain insights into the role and importance of marketing in a purpose-led company
- Hear from thought leaders who are modeling and upholding purpose at the core of their business
- Learn from industry leading experts about their purpose-focused marketing journey, including both pitfalls and successes
- Better understand how to measure purpose-led marketing successes
As a special bonus, 10 registrants who attend the webinar will be selected to receive a copy of Social Impact Marketing: The Essential Guide for Changemakers, a book written by panelist Maddy Kulkarni.
Can’t join in real time? Register anyway and we’ll send you the recording!