In this session...
Combatting climate change, trading with Russia, taking diversity seriously... if there’s a risk to making a stand on such issues, there’s also a risk in staying too long on the sidelines. Just ask Shell, Disney and the Paralympics, who recently reversed policies after being seen to make the wrong ethical calls.
Yet companies still need to sell to stay in business, keep people employed, and drive demand in the economy.
This session will ask experts how they know they’re making the right decisions on purpose and more.
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Can owning a clear corporate purpose help marketers reconcile these twin demands? And how do they avoid groupthink, confirmation bias or risk aversion driving the decisions about when – and when not – to make a stand?
Join our expert panel to learn how they know they’re making the right decisions on purpose, and where the biggest gaps in purpose knowledge and skills lie.
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What You'll Learn from This Session...
- Learn what 'purpose' actually means in the marketing context
- Decide whether purpose and profit can co-exist
- Determine where consumers/shareholders/employers fit within this conversation
