SB'24 San Diego is open for registration. Register early and save!

Hope Freedman

Consumer & Brand Purpose Marketer

Hope Freedman is a passionate Purpose practitioner who guides brands to discover, strengthen and activate their social missions to increase consumer loyalty, grow revenue, deepen employee engagement, and positively impact communities. She brings her extensive background in CPG marketing, advertising, and communications – on both client and agency sides – to enhance brand differentiation and consumer engagement from strategy to execution. Her work ranges from optimization of current CSR programs, resources, and partners to thought leadership initiatives for clients. Hope focused on developing differentiated brand social initiatives through a proven, insight-driven methodology for clients including PepsiCo, Unilever, Edgewell and others as a strategist in Edelman’s global Business + Social Purpose practice (read more ...).

Previously, Hope managed various CPG businesses 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 17 stories.
New Leadership Paradigms Fuel ‘Great Migration’ to Regenerative Business Future
New Leadership Paradigms Fuel ‘Great Migration’ to Regenerative Business Future

Organizational Change / Insights shared throughout the week at SB’23 San Diego highlighted the organizational shifts occurring — and those still needed — to bring a resilient future to life. - 6 months ago

Regenerating Local: How Brands Can Bring Tangible Benefits to Communities in Need
Regenerating Local: How Brands Can Bring Tangible Benefits to Communities in Need

Walking the Talk / At SB’23 San Diego, several discussions and events explored the potential for social impact when we rethink business as usual. - 6 months ago

Planting Seeds: Changing and Shaping the Minds of Today’s Consumers and Tomorrow's Changemakers
Planting Seeds: Changing and Shaping the Minds of Today’s Consumers and Tomorrow's Changemakers

Behavior Change / At SB’23 San Diego, several rich discussions centered on the growing number of efforts successfully educating and engaging various audiences on more sustainable behaviors, lifestyles and careers. - 6 months ago

When to Speak, When to Listen: A Brand Guide to Navigating a Divided Society
When to Speak, When to Listen: A Brand Guide to Navigating a Divided Society

Marketing and Comms / Another strong thread throughout SB’23 San Diego addressed the tightrope that brands must often walk when working to stay true to their values — and not letting ‘purpose fragility’ rule in our politically polarized world. - 6 months ago

Advertisement
Can Our Current Food System Be Redeemed?
Can Our Current Food System Be Redeemed?

Protein PACT / At SB’23 San Diego, we got several looks at some of the holistic, new approaches to agriculture that may just mitigate the risks in how our food — even meat — is produced. - 6 months ago

Regenerating Local: Starting Small to Build Exponential Shared Value
Regenerating Local: Starting Small to Build Exponential Shared Value

Walking the Talk / This week at SB’23 San Diego, over 1K sustainability practitioners have converged to share insights, tools, inspiration and collaboration opportunities aimed at building a regenerative future for all. Here, our opening-night keynotes highlight the first of many examples this week of businesses creating benefits on the ground. - 7 months ago

New Metrics, New Narrative, New Models Reflect New Approaches to Ensuring Targeted Impacts
New Metrics, New Narrative, New Models Reflect New Approaches to Ensuring Targeted Impacts

New Metrics / One of many recurring themes at SB’22 San Diego was the need for a new lexicon and new metrics for the regeneration movement, which more accurately reflect the level of work and transformation needed to not only avert climate collapse but to enable a flourishing future for all. - 1 year ago

Women in the Sustainability Trenches Impart Wisdom to Next Generation of Change Champions
Women in the Sustainability Trenches Impart Wisdom to Next Generation of Change Champions

Leadership / In a packed ballroom at SB’22 San Diego, women leading sustainability for three very different organizations explored how today’s leaders can engage and empower tomorrow’s generation to lead us to a flourishing future. - 1 year ago

L’Oréal, TerraCycle Illustrate How Products Should Be Made, Packaged
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 to product and packaging development could hold for their respective industries. - 4 years ago

Advertisement
How Brands Are Influencing Better Behaviors, Legislation, Supply Chains
How Brands Are 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 stakeholders on a variety of topics — from more sustainable food choices and healthier masculinity to much-needed changes in policy. - 4 years 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. - 4 years 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. - 4 years ago

Brands Large and Small on Driving the Change They Wish to See in the World
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. - 4 years ago

SB’17 Detroit, Day 3: Show, Don’t Tell; Trust vs Truth, and Transformational Collaboration
SB’17 Detroit, 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. - 6 years ago

Advertisement
SB'17 Detroit, Day 2: Consumer Preferences, Unintended Consequences and 'Leading with Delicious'
SB'17 Detroit, Day 2: Consumer Preferences, Unintended Consequences and 'Leading with Delicious'

Walking the Talk / Day two of SB'17 Detroit picked up the momentum from day one and ran with it. ... Transforming Consumption Norms Around Food By Hope Freedman - 6 years ago

SB’17 Detroit, Day 1: Redefining the Good Life with Courage, Reinvention and Pashon
SB’17 Detroit, Day 1: Redefining the Good Life with Courage, Reinvention and Pashon

Walking the Talk / We jump-started an incredibly action-packed week here at SB'17 Detroit with powerful plenaries from thought leaders, researchers and on-the-ground change-makers working to Redefine the Good Life in Detroit and beyond. - 6 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. - 6 years ago