Hope Freedman

Brand Purpose Marketer & Adjunct Faculty

Hope Freedman is a consumer and brand purpose marketer who guides brands to discover, strengthen and activate their social missions to increase consumer loyalty, grow revenue and positively impact communities.

She brings her extensive background in CPG marketing, advertising and communications – both on the client and agency side – to enhance brand differentiation and consumer engagement.

Current client project work includes evaluation and optimization of current CSR programs, resources and partners of corporate, nonprofit and academic organizations. She also engages in thought leadership work for clients. Recently as a strategist in Edelman’s global Business + Social Purpose practice, Hope focused on developing differentiated brand social initiatives through a proven, insight-driven methodology for clients including PepsiCo, Unilever, Edgewell and others.

Previously, she led various CPG brands during her brand management tenures at Unilever, Dannon, L’Oréal and Reckitt Benckiser. Her leadership encompasses successfully developing and executing consumer research, brand strategies, product innovation, brand positioning, visual identity frameworks, communication platforms, consumer activation, and retail promotion.

Hope also shares her expertise about brand purpose marketing and social good as adjunct faculty, writer, guest lecturer, award judge and conference speaker.

Hope Freedman is tagged in 7 stories.
SB’19 Detroit: L’Oréal, TerraCycle Illustrate How Products Should Be Made, Packaged
SB’19 Detroit: L’Oréal, TerraCycle Illustrate How Products Should Be Made, Packaged

Chemistry, Materials & Packaging / The innovators behind Seed Phytonutrients and the Loop reusable packaging platform shared lessons learned, and the potential impacts these disruptive new approaches could hold for their respective industries. - 5 months ago

SB’19 Detroit: Brands Influencing Better Behaviors, Legislation, Supply Chains
SB’19 Detroit: Brands Influencing Better Behaviors, Legislation, Supply Chains

Behavior Change / On the fourth and final day of SB’19 Detroit, a host of brands shared lessons learned from efforts to engage consumers on everything from more sustainable food choices and healthier masculinity to much-needed changes in policy. - 5 months ago

The ‘Secret Sauce’ of Inclusion, Governance — Inside and Outside the Brand
The ‘Secret Sauce’ of Inclusion, Governance — Inside and Outside the Brand

Organizational Change / At SB’19 Detroit, Burt's Bees, Caesars Entertainment, Dave’s Killer Bread, Gap, Kellogg, Patagonia, P&G and more shared insights and strategies aimed at addressing governance inside and outside their organizations. - 6 months ago

AI, Biomaterials, Circularity: The A-B-Cs of a Flourishing Future
AI, Biomaterials, Circularity: The A-B-Cs of a Flourishing Future

The Next Economy / On Monday and Tuesday at SB’19 Detroit, dozens of encouraging stories and divergent strategies emerged from the growing roster of organizations on a mission to improve some of our most common products and services. - 6 months ago

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SB’19 Detroit: Brands Large and Small on Driving the Change They Wish to See in the World
SB’19 Detroit: Brands Large and Small on Driving the Change They Wish to See in the World

Behavior Change / SB’19 Detroit was off to an engaging start this week, with powerhouses including Allbirds, Cisco, Eileen Fisher and Timberland comparing notes with rising craft brands and even Little Miss Flint on the most effective ways to continue to drive change toward a healthy, sustainable future. - 6 months ago

SB’17 Detroit Highlights, Day 3: Show, Don’t Tell; Trust vs Truth, and Transformational Collaboration
SB’17 Detroit Highlights, Day 3: Show, Don’t Tell; Trust vs Truth, and Transformational Collaboration

Business Case / Learning from Detroit: Designing a More Diverse, Prosperous and Equitable Economy by Mara Slade Image credit: TechTown In an afternoon panel packed with Detroit leaders, we heard firsthand how they are working in human-centered ways to grow the local economy and support Detroit entrepreneurs. - 2 years ago

2 Dope Boys & a Podcast: How to Avoid Brand 'Eff Ups' and Cultural Misalignments
2 Dope Boys & a Podcast: How to Avoid Brand 'Eff Ups' and Cultural Misalignments

Marketing and Comms / “Culture moves faster than brands and companies,” 2 Dope Boys co-founders Michael Brooks and Phil McKenzie said in their Monday morning workshop at SB’17 Detroit. As the antenna and point of translation that operates between culture and business, 2 Dope Boys imparts the importance of bringing cultural and historical context to uncover the true problem within organizations. - 2 years ago

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