PURPOSE




25:06

Changing the Narrative Around Racial Injustice

While systemic racism and inequity have persisted for generations, there’s new cultural momentum and urgency behind brands speaking out on race and prejudice. According to the Edelman Trust Barometer, 60% of Americans said they want brands to speak out against racially motivated attacks against Black Americans. With hate crimes on the rise among Black and Asian communities in the U.S., what is the role of the creative industry in changing the narrative and sparking meaningful action around...
27:08

Great Minds in Conversation with Richard Curtis

Beyond a formidable body of work on the Big Screen, Richard Curtis has devoted his life to fighting for those less able to fight for themselves. COVID 19 has taken over so many headlines, but our old challenges around the climate crisis, poverty, clean water access, all remain. So what does the future of fundraising look like? What role can society, companies and governments play in aligning their finances with their values? And how can we leverage this crisis to build back better in a...
23:11

How Brand Identity, Clear Purpose and Inspired Culture Play a Key Role in Business Success

Purpose can serve as a north star, guiding business and inspiring people, but it’s not enough to have an ethos and point of view. Brands have to deliver on a stated purpose—and that starts from the inside, with the employees. Join Harry’s in conversation with a panel of experts to discuss the importance of purpose integration within the culture of the workplace.
23:08

Corporate Meltdown: How Burger King Lit a Fire Under the Plastic Debate

Never one to shy away from bold promotion, Burger King UK turned up the heat on the fast food industry in Sept 2019 when it announced that it would not only stop giving away toys with its kids’ meals, but also melt down plastic meal toys for good (even those of its competitors). The resulting ‘Meltdown’ campaign garnered significant media attention with 9 billion impressions, saved 320 tonnes of plastic going to landfills and – most importantly – prompted similar sustainability efforts...
18:08

Marketing with Purpose

A mindset shift is taking place as companies stop considering people only in the context of business needs and think more about what people are experiencing in the world around them and what they value. 2020 has been the year of acceleration of knowing your brand purpose and acting in a way that is genuine and authentic.
29:13

Brand Purpose: everything is possible. Bayer Consumer Health

Patricia Corsi, CMO of Bayer, shares how you can bring brand purpose to life, never an easy road to travel.
35:44

Measuring Purpose Equals Conscious Capitalism (without a f#ck up or knives)

Over the years as marketers & society at large, we have all learnt a fundamental human truth: we have a responsibility to do better for the planet. The notion of purpose has grown as corporates start to make the connection between doing good and linking that to commercial outcomes. How can we measure the value of purpose? Vijay Solanki Chief Consultant at The B'old Intern introduces his new metric called ‘Net Purpose Impact’. This measures the public's opinion on whether or not a...
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