Tracks Venues

In this session...

When did it become important for brands to become champions of social issues? What began as a call for change centered on social injustices, quickly turned into a global movement where brands’ DE&I initiatives and marketing strategies were tested for authenticity. Purpose-driven marketing became more than a buzzword as advertisers turned to creating impactful campaigns. This panel will discuss why purpose-driven marketing is here to stay and how it positively benefits both consumers and brands and the society we live in.

The industry as a whole has encountered many monumental moments over the last 18+ months. We are continuing to work through a global pandemic that has transformed the way we work and live making many reprioritize values. In addition, there has been a growing cry for equality with social movements like Black Lives Matter and Stop Asian Hate. As individuals identify ways to make a difference, they expect the brands they interact with most to do the same. Purpose-driven marketing has never been more critical for advertisers and yet it’s not necessarily part of every brand strategy. Tripadvisor and key industry experts will discuss the business impacts of purpose-driven marketing and share key advice for building out a strategy with real impact.
View Less

What You'll Learn from This Session...

  1. The benefits of purpose-driven marketing for brands as well as consumers
  2. Innovative ways to reach consumers through purpose-driven campaigns
  3. Strategies for creating brand trust with consumers and the competitive advantages
  4. How to measure the effectiveness of your purpose-driven strategy

Presented with


Yesenia Bello SVP of Diversity & Inclusion iHeartMedia
Christine Maguire GM/VP, Global Media Business Tripadvisor
Megan Cunningham CEO/Founder Magnet Media
Lindsay Stein Chief of Social Impact Havas

Event Details

Event Type Session