Beyond Profit Podcast: Recent Episodes
Association of National Advertisers
A podcast of the ANA Center for Brand Purpose, Beyond Profit serves up inspirational and insightful interviews with today’s foremost leaders in the purpose movement.
Hosted by Ken Beaulieu, head of the ANA Center for Brand Purpose, this podcast will help you learn about the power of purposeful marketing and why being a force for good and for growth can be a game-changer in a competitive marketplace.
There is no denying that brands wield enormous influence and power, and they can use it to drive social change through an inclusive and rigorous marketing strategy. How to create and execute such a strategy for the greater good is the focus on the new book Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy.
Written by Dr. Anastasia Kārkliņa Gabriel, a senior insights lead at Reddit who specializes in progressing inclusivity within marketing, media, and tech, the book provides a framework for embedding equity and inclusion into every aspect of marketing. In addition to insights from former marketing leaders, the book draws on case studies from purpose-driven brands and Dr. Gabriel’s own expertise as a cultural theorist and brand strategist to help organizations drive the cultural conversation and transform society for the better.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dr. Gabriel, who has consulted for many of the world’s top brands and agencies, joins host Ken Beaulieu to discuss her book at length and what marketers can learn from it.
While total advertising spend in the U.S. last year, excluding programmatic, B2B, trade, and local cable, declined 2 percent versus 2022, overall ad investment in diverse-owned media outlets increased 9 percent, reaching $1.9 billion. That’s according to a new study by the ANA Alliance for Inclusive and Multicultural Marketing, conducted in partnership with Media Framework and Guideline. The study also found that investment in diverse-owned and targeted media increased 7 percent year over year, reaching $1.1 billion.
On the surface, those numbers might sound impressive, but the fact is, the overall share of ad spend allocated to diverse-owned and targeted media is a miniscule 1.4 percent. Black-owned media, spurred by digital, registered the largest increase in ad investment in 2023 at $55 million, followed by Hispanic-owned media at $11 million and LGBTQ-owned media at $3 million.
The bottom line is that the ad industry’s pace of progress with diverse-owned and targeted media is extremely slow, despite the high resonance, relevance, and trust delivered by such media.
So, what are the issues at play? How does the industry drive positive change? In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu seeks answers to those important questions and others from Justin Barton, SVP of digital strategy and partnerships at the multi-media company Black Enterprise, and Jenn Chen, CRO and president of Connatix, a full-stack video platform for publishers and advertisers.
Cleveland, Ohio-based OverDrive, a global distributor of digital content for libraries and schools, was founded on the belief that reading, knowledge, and learning make the world better. As a certified B Corporation, OverDrive not only supports literacy and empowering communities, it also works to make a positive social impact, notably in underserved populations.
Inspired by its purpose — A World Enlightened by Reading — OverDrive works with more than 92,000 public libraries, K through 12 schools, colleges and universities, and corporations in 115 countries worldwide. Its award-winning apps serve readers of all ages, reading levels, and abilities, in more than 100 languages.
Charged with building the OverDrive brand through creative marketing, advertising, and storytelling is Jen Leitman, the company’s chief marketing officer. Though she had wanted to either be an international spy or best-selling author earlier in life, Jen says the CMO role does require some detective work, from understanding human behavior and motivations to following leads to solve a problem.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Jen joins host Ken Beaulieu to discuss OverDrive’s mission to create reading happiness throughout the world, the company’s purposeful marketing efforts and partnerships, its commitment to innovation, and how its operating as a force for good.
A study by Virginia Tech found that the number of wealthy women in the U.S. is growing twice as fast as the number of wealthy men. Women now hold 60 percent of the country’s personal wealth and 51 percent of all U.S. stocks. And by 2028, women will own 75 percent of all discretionary spending, according to the Boston Consulting Group.
The buying power and influence of women is not lost on Wendy Steele, founder of Impact100. The global nonprofit unites and empowers women to create transformational impact within their communities through the power of collective generosity.
Boasting chapters in more than 60 cities and four countries, Impact100 brings together groups of 100 women to donate $1,000 each. The chapters then provide grants to local nonprofit organizations in increments of at least $100,000. Since launching 24 years ago, Impact100 has granted more than $123 million dollars and become a case study in being a force for good.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Wendy Steele joins host Ken Beaulieu to discuss the Impact100 and her life’s mission to leave the world a little better than she found it.
Getting the best possible creative work from your agencies requires a well-designed, well-written, and thoughtfully delivered brief. Such a brief not only provides useful direction, objectives, benefits, and measures of success, it offers the inspiration necessary for the most imaginative work.
When purpose-driven brands look to communicate how their values and products resonate with stakeholders, they place a premium on the creative brief. While similar to a traditional one, a brand purpose creative brief addresses a social need and other key elements that brands and businesses must keep in mind. Unfortunately, some brands fall short in this area, and it can later result in accusations of purpose-washing.
So, what’s involved in the development of a brand purpose creative brief? Why is it important to identify a compelling social need that a brand can “own”? And why is it critical to get buy-in on your brief from all stakeholders?
In this episode of Beyond Profit, a podcast of the *ANA Center for Brand Purpose, purpose and brand marketing expert Hope Freedman joins host Ken Beaulieu to provide her perspective on the brand purpose creative brief and how it can make a positive difference in marketing and advertising.*
Mita Mallick, head of inclusion, equity, and impact at the technology company Carta, is a big believer in the power of many. Specifically, bringing leaders together with different cultural backgrounds and different points of view and life experiences. It’s the surest way, she says, for an organization to authentically and purposefully serve customers and communities. If only it were so easy...
Transforming a workplace to improve inclusivity at every level can be a challenging endeavor, but it’s one that the most purposeful companies have made a priority. And it’s helping them build a culture where employees can thrive.
In her new book Reimagine Inclusion, Meeta debunks 13 myths that hold companies back from transforming their workplaces. Through powerful storytelling, she offers practical and effective strategies for building more inclusive, empathetic, and resilient organizations, and explains the ripple effect that can have on systems, processes, and policies.
In this episode of Beyond Profit, Mita joins host Ken Beaulieu to discuss key learnings fro her book, why unconscious bias holds companies back, the rise in DEI backlash, and more.
A survey last year by The Conference Board found that nearly half of large U.S. companies polled have experienced backlash from their environmental, social, and governance policies and activities, and 61 percent said they expect it to persist or intensify over the next two years.
That has led some businesses to pause or even abandon their purposeful marketing and advertising, despite the fact that most U.S. consumers want brands to weigh in on issues they care deeply about. This cycle of “purpose paralysis” is not only noticed by consumers and other company stakeholders, but it can also harm a business that markets itself as purpose-led, according to the global purpose consultancy Revolt.
However, it need not be that way, especially when it comes to more polarizing purpose-related issues, such as climate change and LGBTQ+ equality. Research from Revolt found that using more “centrist” language in marketing and advertising, as opposed to left- or right-leaning language, can make a positive difference. For example, centrist language like “securing a safe climate for your family’s future” is viewed much more favorably by consumers than the progressive frame of “fighting for climate justice for all.”
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Peter Bardell, cofounder of Revolt, joins host Ken Beaulieu to discuss the company’s purpose research in more detail.
Over the past several years, the rates of depression, anxiety, and other behavioral health issues among today’s youth, including children as young as three, have been steadily increasing. And for parents trying to navigate these emotional waters, it can be a choppy means to an end.
To help kids manage stress, anxiety, and other mental health issues, Allegheny Health Network, an integrated healthcare delivery system serving the greater Western Pennsylvania region, created Cai & Kate. This imaginative video series, available on YouTube and Instagram, focuses on the well-being of children ages three to six years old.
Featuring Cai, a chameleon puppet whose color changes depending on his emotions, and Kate, Cai’s human friend who provides commentary on the various emotions portrayed in the show, the program aims to expand the ability of kids to identify and talk about emotions. Produced by Chill Project Productions, an initiative of the Allegheny Health Network Chill Project, Cai & Kate is offered through the organization’s Psychiatry & Behavioral Health Institute.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the show at length with William Davies, founder and director of the AHN Chill Project, and Mike Baron, SVP and group creative director at the agency Mower.
For more than 25 years, the pathway of healing and hope for women survivors of trafficking, prostitution, and addiction has commenced at Thistle Farms. The national nonprofit social enterprise, founded in 1997 by Becca Stevens, serves as a model for women’s recovery, with a network of 92 organizations ensuring access to safe housing, financial independence, and a lifelong community of support.
Thistle Farms’ national network provides nearly 600 beds to women survivors, as well as tools, workshops, and conferences to support its recovery model. And its many global trade partners, spanning 21 countries, support 1,400 artisans through product sales and small business development.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Becca Stevens joins host Ken Beaulieu to discuss the remarkable growth of Thistle Farms, how the organization drives its movement through fundraising, its legal and legislative advocacy, and why love is the most powerful force for change in the world.
Placing the patient at the center of care would seem like an apt purpose for any pharmacy but living it has proved difficult for the largest chains due to the shortage of pharmacists, worker burnout, backlogged prescriptions, prescription errors, fierce competition, and other industry challenges.
Having seen enough, Larry Margolis worked to create a better, simpler pharmacy with proactive and personalized service at its core. Today, as founder and CEO of PersonalRX, Larry is changing the very nature of the pharmacy business through innovation and technology.
PersonalRX patients work directly with a dedicated personal care coordinator to help manage refills and insurance billing and approvals, as well as to check for medication interactions. Patients also have 24/7 access to a pharmacist.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Larry joins hosts Ken Beaulieu and Lana McGilvray, cochair of the ANA Brand Purpose Committee, to discuss the growth of PersonalRX and the power of purpose.
Branding expert Jay Mandel says marketing and life have a lot in common. The age-old rules don’t apply anymore, nor does the notion of following a granular path. To unlock authentic potential, he says, you must look beyond what’s inherently visible and break free from the expectations of others.
It was that mindset that helped Jay find authenticity, purpose, and personal fulfillment, both in marketing and in life. And it’s a message that he willingly shares as a business owner, consultant, professor, and author, including in his new book Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding.
For Jay, self-discovery is the first step toward establishing one’s brand, driving purpose initiatives, and creating movements. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Jay joins host Ken Beaulieu to discuss his own transformative journey, ways to find purpose in the workplace, how to design a purposeful roadmap for marketing, and more.
Building an enduring brand in a world that seeks overnight success and instant gratification is not for the faint of heart. It requires leaders with long-term ambitions who can stare down market disruptions, generational shifts, and other challenges. And in doing so, they are building their own modern legacies that they hope will stand the test of time.
Mark Miller is at the forefront of legacy building with purpose at the core. As founder of The Legacy Lab, an award-winning research lab and strategic consultancy, he helps business leaders identify and define their career ambitions and write history.
Miller has spent years exploring the minds and methods of legacy leaders across a wide range of industries, which are captured in his book Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World, coauthored by Lucas Conley. A Washington Post bestseller, Legacy in the Making codifies the behaviors of brands that stay vibrant over time.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Miller, who also serves as chief strategy officer for the branding agency Team One, joins host Ken Beaulieu to discuss the key attributes of legacy builders, why having a long-term view is critical, why brands should focus on being unique, and much more.
The mission of BROWNBAYLOR, a creative strategy and marketing agency, is as purposeful as it is noble: To make history by curating experiences that matter.
There may be no better example of this mission at play than “Hidden in Plain Site,” a virtual reality exploration of the Black experience throughout history in Richmond and Roanoke, Virginia. Produced by BROWNBAYLOR, Feedback, and Root VR, the project highlights important sites that don’t have monuments, that exist around corners and often under your feet. The goal is to change how residents and visitors alike see, experience, and understand the two cities.
As founder and CEO of BrownBaylor, Dontrese Brown has long developed and delivered narratives that make history for clients, improve local communities, and serve youth. He believes strongly that history, however ugly, must be acknowledged, and that the stories of the past must be told to ensure a better future.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dontrese joins host Ken Beaulieu to discuss Hidden in Plain Site, his advice to business leaders and marketers about taking on purposeful projects, creating an inclusive workplace culture, and more.
For more than 100 years, Crayola has inspired children to explore, play, pretend, and dream while helping parents and educators raise creatively alive kids. From its humble beginnings as a maker of affordable wax crayons, the Crayola brand has since grown its product portfolio to include art tools, crafting activities, and toys.
In offering innovative ways to use color to create everything imaginable, Crayola has tapped into the hearts and minds of children in a meaningful way and reaffirmed what it means to be a purpose-driven brand.
In this episode of Beyond Profit, recorded at the 2023 ANA Masters of Marketing Conference this past October, host Ken Beaulieu caught up with Vicky Lozano, EVP of marketing at Crayola, to learn more about the brand’s embrace of purpose, how it authentically connects with targeted audiences and drives marketing success, why she considers innovation a team sport, and more.
The core values that a company or brand stands for extend well beyond inspirational words on a wall. To customers, employees, and other stakeholders, values are meant to shape an organization’s culture, define its identity, and serve a higher purpose than any product or service.
And in challenging times, having the courage to defend those values with conviction can give a business the credibility and momentum it needs to win favor with stakeholders and distance itself from competitors. Unfortunately, as we’ve seen, when brands come under fire, they often lose sight of their values, rendering them meaningless amid the excuse-making and backpedaling.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Kelly O’Keefe, founding partner of Brand Federation, joins host Ken Beaulieu to discuss the importance of values, how to defend them, and the power they yield in great marketing.
Defining a brand’s purpose, and acting on it successfully, isn’t easy. But done right, it can transform a business, from boosting innovation and employee engagement to driving brand loyalty and growth. Purpose can also help crystalize and advance sustainability strategy and ESG programs, while giving a business the license to engage on social issues.
In the new book Purposeful Brands: How purpose and sustainability drive brand value and positive change, author Sandy Skees maintains that purpose is a vision for protecting, nurturing, or restoring the commons. In fact, as she writes, “When you think about the sheer scale of all the dimensions of a corporation, and how they can be deployed toward preserving the planet and society alongside delivering business value, then you clearly understand purpose.”
But how do you reach that level of deep understanding? How do you avoid the common misperceptions about purpose? In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Sandy Skees addressed these critical questions and others with host Ken Beaulieu. In addition to being an author, speaker, and strategic advisor, Sandy is the EVP of purpose and impact global lead at Porter Novelli, a global purpose communications consultancy.
Climate change. Poverty. Inequality. Water scarcity. Food insecurity. The list of unsolved problems and emergencies in the world today is alarmingly long. And while there are no easy solutions, burying our heads in the sand to these dangerous trends will only exacerbate the issues.
In her book The Solutionists: How Businesses Can Fix the Future, author Solitaire Townsend calls on entrepreneurs, CEOs, activists, and other leaders to take personal ownership of the crises plaguing the planet and society, especially climate change. In doing so, she writes, business can create transformative change worth trillions of dollars while driving innovation and growth. Moreover, she argues, by fixing the harms that progress unleashed, “we’ll kickstart a solutions revolution that will propel human wellbeing, equity, and experience to a future worth living in.”
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Solitaire, cofounder of the international change agency Futerra and its chief solutionist, to discuss her book and the key learnings for the marketing community.
In its latest State of Purpose report, the creative idea company Barkley provides a rich trove of new research and insights to validate three key points:
- That purpose still drives sustainable growth even amid inflation.
- That ESG remains important for most consumers.
- And that the majority of employees want to work for values-led companies.
Among the notable research findings, more than 65 percent of consumers said they want to buy sustainable products, and 94 percent said supporting ESG brands is as important or more important now than 12 months ago. Additionally, 78 percent of employees said it is important to them that the values of an organization align with their personal values, such as inspiring a sense of belonging and creating a supportive, collaborative work environment.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lindsey DeWitte, president of public relations and EVP of purpose and sustainability at Barkley, joined host Ken Beaulieu to discuss the survey findings in more detail, including whether business leaders now embrace purpose as a growth driver.
For more than 70 million workers in the U.S. without a bachelor’s degree, the opportunity for upward economic mobility is often a monumental challenge. And at a time when many businesses are clamoring to acquire top talent, workers who are skilled through alternative routes, or STARS, are being outright ignored for higher-wage jobs.
This so-called “paper ceiling” disproportionately affects 66 percent of rural workers, 61 percent of veterans, 61 percent of blacks, and 55 percent of Hispanics. Over the past 40 years, the wage gap between STARS and workers with a bachelor’s degree has doubled.
In 2022, to help STARS break through the invisible barrier that comes at every turn, The Ad Council and Opportunity@Work launched the “Tear the Paper Ceiling” campaign. Supported by numerous national organizations, the integrated campaign calls on businesses and decision-makers to remove the obstacles blocking 50 percent of workers in the U.S. from landing high-paying jobs.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the campaign with Kenny Nguyen, CEO and cofounder of the agency ThreeSixtyEight, which designed and built TearthePaperCeiling.org. The award-winning website features the voices and stories of real STARS in various industries and provides resources and tools for employers to get started with skills-based hiring practices in their organization.
Does the world need a major empathy upgrade? Minter Dial believes so. The highly acclaimed speaker and award-winning author says that while empathy can be perceived as weakness, it just may be the biggest untapped lever for productivity, customer loyalty, and long-term profitability.
But here’s where things get especially interesting: In Minter’s latest book, Heartificial Empathy: Putting Heart Into Business and Artificial Intelligence, Minter argues that injecting empathy into a machine can also be a game-changer for business, especially with customer-facing communications. And in seeking to reproduce our brain, he writes, AI will affect our behaviors, emotions, attention, and more. Are you ready for empathic machines?
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Minter joins host Ken Beaulieu to discuss why the world needs to invest in and cultivate empathy and the role artificial empathy can play in overcoming the threats in business and in society at large.
Is it possible to make money and make a difference? You don’t need to convince Phil White. The cofounder at Grounded World, a social innovation and brand activation agency, believes a well-conceived purpose can enhance profitability over time.
In fact, when he started Grounded in 2018 with Heidi Schoeneck, it was based on the idea that you could have one foot firmly planted in purpose and the other in profit. And as an award-winning B Corp and member of 1% for the Planet, Grounded walks the talk by accelerating impact for clients and the world, including donating 5 percent of its gross revenues to nonprofits every year.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Phil joins host Ken Beaulieu to discuss purpose, sustainability marketing, and driving social impact.
The Beyond Profit Podcast airs Tuesdays at 10AM EST. For more information about the ANA Podcast Network, visit ana.net/podcasts
The competitive race for talent has reached a seminal point in the U.S. No longer is the promise of a good starting salary with benefits and opportunities for advancement enough to satisfy a growing number of job-seekers. Even the expectations of the gainfully employed are higher than ever, causing many businesses to reconsider well-established talent management practices.
While the COVID-19 pandemic forever changed the future of work, employee needs and wants, fueled by a sense of purpose in their lives and careers, have changed dramatically as well. Today’s workforce places a premium on when, where, and how they work; the diversity and inclusiveness of a business; and how it improves lives, local communities, and the world all around.
The fundamental shift in workforce mentality has had a direct impact on the marketing and advertising industry’s ability to attract and retain top-end, diverse talent. And with talent challenges increasing, companies are left scrambling for answers and a way forward.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the critical talent issues at hand with Ashley Miles, founder and CEO of Franklyn West, and Marisa Thalberg, one of only 19 people to be inducted into the Forbes CMO Hall of Fame.
In 2022, to dismantle the barriers that often stand in the way of women and get them to say “no” more often in life, the PepsiCo brand Pure Leaf Ice Tea launched the “No” Grants program. This difference-making program received more than 10,000 applications and awarded over $200,000 in grants to support women saying “no” in the workplace.
This year, Pure Leaf is doubling its “No” Grants commitment, awarding a total of $400,000 in grants in support of mothers. It’s part of Pure Leaf’s broader three-year pledge to fund partnerships with like-minded organizations and initiatives to inspire women to embrace their version “no.”
More than 108 million people were forcibly displaced last year as a result of persecution, conflict, violence, human rights violations, or events disturbing public order, according to the UN Refugee Agency. For several years, through its Open Homes initiative, Airbnb has provided hosts with the option to make their property available to people in need of housing on a temporary basis, such as for disaster relief, travel for medical treatment, and refugees seeking asylum.
Most recently, the company established Airbnb.org, an independent nonprofit, to help with housing and resources in times of crisis. To date, thanks to a global community of hosts, donors, and partner organizations, Airbnb.org has connected nearly 200,000 refugees and asylum seekers to emergency stays, including more than 135,000 refugees from Ukraine and over 34,000 refugees from Afghanistan.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dupé Ajayi, global marketing lead at Airbnb.org, joins host Ken Beaulieu to discuss the organization’s mission, impact, and how it’s using the power of marketing to make a difference.
Simon Mainwaring, founder and CEO of the strategic brand consultancy We First, is convinced that unless there is a seismic shift in the way we do business, one that serves both humanity and the planet, companies will become irrelevant and societies will fail.
In his book Lead with We: The Business Revolution that Will Save Our Future, he advocates for collaborative engagement — that is, emphasizing the important role that all stakeholders play in solving the challenges of today. In doing so, he argues, companies can create movements that change communities for the better, shape culture, and drive business growth.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mainwaring joins host Ken Beaulieu to discuss the power of co-creation, why companies must take risks, the importance of leading with we, and much more.
So, what defines a purposeful brand? According to a study by The Guardian US, an award-winning online publisher of American and International news, taking meaningful action on a genuine societal need and documenting actual impact are the behaviors consumers want to see from a brand.
Taking it a step further, the study found that purposeful brands focus on being impactful, helpful, trustworthy, effective, and authentic — the five pillars of a purpose program. Even the media platforms brands use to tell their purpose stories are important to consumers, most notably online and print publications. And the more purposeful an advertiser is perceived to be, the more likely consumers are to take an action, such as sharing a blog post about the brand, following the brand on social media channels, or buying the product or service being advertised.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the findings in more detail, as well as the importance of brand safety, with Joyce Parente, VP of marketing solutions at The Guardian US, and her colleague Alexis Swartz, executive director and head of purpose partnerships.
Justin Bean, a leading sustainability strategist, is a “pragmatic optimist.” In a world chock full of negativity, crises, and uncertainties, he envisions a sustainable, abundant, and equitable future with enormous business opportunities.
Justin’s pension for seeing the sunny side of life is captured in his book What Could Go Right?: Designing Our Ideal Future to Emerge from Continual Crises into a Thriving World. In fact, he argues that society at large is actually in better shape than ever before in human history. So, rather than focus on what could go wrong, he asserts, people should envision an ideal future, where they work peacefully together to meet humanity’s needs despite the many coming disruptions.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Bean joins host Ken Beaulieu to discuss key aspects of his book, including how business can drive exponential, purposeful change.
For years, companies have used group incentive travel to help motivate and reward top-performing employees or business associates. While these fun-filled escapes provide a way for people to unwind and rejuvenate for a job well done, Massachusetts-based HMI Performance Incentives is transforming the experience by integrating corporate social responsibility activities into its programs. In addition to kicking back for a few days, participants can spend time supporting a local nonprofit organization or a cause that aligns with their own values.
Since 2021, HMI has worked with 24 organizations across 10 countries, raising nearly $90,000 in the process through donated goods and monetary contributions. Equally important, CSR program participants feel excited about the positive impact they made and inspire others to follow suit.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Kate Cardoso, director of strategic services at HMI, and her colleague Nora Finnerty, a marketing content specialist, to learn more about the company’s purposeful approach to incentive travel.
Building strong, resilient, and equitable communities across the globe is the mission of United Way, one of the world’s largest privately funded charities. The 136-year-old organization serves 37 countries and territories, tackling the toughest challenges to make life better for 48 million people every year.
In Canada, United Way British Columbia, a family of six United Ways spanning the province, helps address critical social issues in the communities it serves, including poverty, mental health, and food security. And through its Social Purpose Institute, United Way BC is helping companies contribute to a better world and unleash their full potential.
For more than 19 years, Mike McKnight has led United Way BC as president and CEO. The unified organization serves over four million British Columbians, and utilizes an extensive network of volunteers, partners, donors, and supporting agencies to deliver resources and support to the people who need it most.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mike joins host Ken Beaulieu to talk about the growth of United Way BC, the importance of having a stated social purpose, how its Social Purpose Institute contributes to the greater good, and more.
Claiming to have a brand purpose without demonstrating positive impact on society doesn’t cut it with consumers. They expect brands to make a positive contribution to the world, to educate them, and to help them engage in sustainable behavior versus force feeding products the world doesn’t need.
Indeed, according to Dr. Emmanuel Probst, the global lead of thought leadership at Ipsos, the most purposeful brands transform the people they serve and the world we live in. That’s a point he drives home in his new book Assemblage: The Art and Science of Brand Transformation. By combining personal, social, and cultural components, he argues, brands can make a positive impact on people, society, and the economy.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dr. Probst joins host Ken Beaulieu to discuss key aspects of his book, including embracing the villains in your category, the need for brands to practice responsible consumption, and what we can learn from great artists like Picasso.
While there are many attributes to a purpose-driven company, one stands out as irrefutable: an engaged corporate culture.
PMG, a global independent digital company, has built a workplace culture that is the envy of the agency world. Named the 2022 independent agency of the year by MediaPost, PMG has been lauded as not only one of the best places to work but also a great place for innovators, working parents, and women.
One of the champions of PMG’s efforts to put people first and foster a culture of belonging, inclusion, and diversity is Parks Blackwell, vice president of marketing and client development. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Parks joins host Ken Beaulieu to discuss how PMG prioritizes the personal and professional success of employees and how that translates to award-winning creative work, new business, and customer retention.
With research showing that 75 percent of brands could disappear tomorrow without consumers batting an eye, the need for a brand purpose is greater than ever. However, coming up with a powerful purpose that is authentic to your brand and speaks to consumers can be very difficult. To make the process a little easier, Beyond Profit host Ken Beaulieu shares four tips that will simplify the purpose discovery process.
As a trusted advisor to CEOs at some of the world’s most admired companies, Dev Patnaik has a good grasp of what separates good organizations from the great ones. And this much is true: It is not the quality of their ideas.
According to Dev, the longtime CEO of Jump Associates and author of the acclaimed book Wired to Care: How Companies Prosper When They Create Widespread Empathy, businesses that anticipate and act on the needs of their customers are the ones that stand apart. It’s the essence of being an empathetic, purpose-driven company that seeks a higher reason for being than profit.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dev joins host Ken Beaulieu to discuss why it can be tough for consumers and customers to separate the true do-good brands from the imposters, the importance of tapping into empathy, and whether the business world is truly walking the purpose walk.
Many companies are focused on the external activities needed to ensure brand purpose comes off as authentic and meaningful in the minds of consumers. However, companies that ignore these steps for internally activating their purpose are setting themselves up for failure.
As consumers look to business to solve the biggest challenges of our time, they are throwing their support and dollars behind brands they trust. But here’s the problem: Less than half of brands are seen as trustworthy.
So, how do brands build trust and break through with consumers? Pranav Yadav, global CEO at Neuro-Insight, a leading neuromarketing and neuroanalytics resource, says businesses must dig deep by tapping into subconscious human motivations, emotions, and intuition that influence behavior. Only then, Pranav says, can brands truly develop marketing messages that leave a positive impression, influence buying decisions, and build trust.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Pranav joins host Ken Beaulieu to discuss this topic more at length, including the role purpose plays in building trust, and why it’s critical to identify the true feelings people have about brands.
There is no lack of research and data suggesting that an authentic purpose is good for business, for society, and for the planet.
When companies lead with purpose, and root it in business strategy, a cascade of benefits are likely to follow — from greater customer loyalty and advocacy to increased sales and innovation to workforce retention and brand growth.
One man who needs no convincing about the power of purpose is Afdhel Aziz, founder and chief purpose officer at Conspiracy of Love, a social impact marketing agency. His whole business model is shaped around the idea of creating a better world through purpose. And in his work with some of the world’s most iconic brands, Afdhel hopes to help people use business and culture as forces for good.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Afdhel joins host Ken Beaulieu to discuss the state of the purpose movement and the trends that are reshaping the business landscape for the greater good.
While the internet has dramatically revolutionized almost every aspect of life, there is a toxic side to the online space that simply cannot be ignored — the spread of hate speech, for which the U.S. government declared a mental health risk for young Americans.
According to the Anti-Defamation League, 35 percent of Americans have experienced online hate due to their racial, religious, or sexual identity. Of those experiencing hate, 45 percent of Americans reported cumulative negative physical or mental health effects due to online harassment.
Drastically reducing online hate by 2025 is the mission of the nonprofit Engage Responsibly, led by the Association of National Advertisers in partnership with the Global Alliance for Responsible Media. Engage Responsibly harnesses the collective power of brands, social media platforms, and individuals to stop the spread of hate.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anita McGorty, who leads Engage Responsibly as executive vice president at the ANA, joins host Ken Beaulieu to discuss why humanity is under attack online and what we can do about it.
Purpose-washing is a bogus attempt by a brand to appear purpose-driven or socially conscious, and it has consequences for the bottom line if brands don't learn to knock it off. On the first-ever Beyond Profit podcast POV, host Ken Beaulieu offers tips for marketers on how to avoid getting pulled into the purpose-washing trap.
Former world surfing champion Shaun Tomson is all about riding the wave of positivity and purpose, regardless of what life throws your way. The South African’s acclaimed Code Method, a self-development program built around 12 promises that individuals write and share, is designed to activate internal strength to help people find meaning in their lives, success, and personal fulfilment.
Named one of the 10 greatest surfers of all time, Shaun has worked with some of the world’s best-known companies, including GM, Cisco, Google, and Disney, to empower purpose and re-activate their teams. He also created, managed, and sold two market-leading clothing brands, Instinct and Solitude.
Author of three inspirational books, Shaun’s latest tome, The Surfer and the Sage: A Guide to Survive and Ride Life’s Waves, uses surfing as a metaphor to illustrate how to overcome life’s obstacles. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Shaun joins host Ken Beaulieu to discuss his new book, the Code Method, his work with brands, and the importance of having a personal purpose.
Happy Holidays from the ANA!
Over the past decade, purpose branding has soared in popularity. But it is one thing for a company to identify a purpose, and quite another for it to define the essence of the brand by that purpose. It’s the difference between being a true purpose brand and one pretending to be. So says Mitch Duckler, founder and managing partner at the brand and marketing strategy consultancy FullSurge and author of the Amazon best-selling book, The Indispensable Brand.
True purpose branding, Mitch contends, is far more than a logo, tagline, or corporate social responsibility (CSR). It is the process of targeting, positioning, and marketing your brand in a way that benefits society.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mitch joins host Ken Beaulieu to discuss the characteristics of a purpose brand, the evolution of the purpose movement, the benefits of being purposeful in inflationary times, and much more.
As more brands leap into the evolving metaverse, best described as a network of open, 3D, virtual worlds, concerns about creating branded experiences suitable for kids and young teens will only grow.
Currently, brands are connecting with young audiences in the metaverse through gaming platforms such as Minecraft and Roblox. Research from the technology provider SuperAwesome, which helps children have safe digital experiences, shows that brands that create safe, thoughtful, and immersive in-game content activations are likely to drive curiosity in the brand, purchase intent, and positive perception of the games themselves.
Moreover, gaming platforms are allowing brands to advance their purpose initiatives and values and link to their charitable causes and other efforts promoting positivity.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Devra Prywes, global head of marketing and insights at SuperAwesome, to discuss the potential of engaging young audiences in gaming environments and advancing a brand’s do-good work.
If there is one positive we can take from the many challenges of the past two years, including a global pandemic, it’s the desire of Americans to pursue their dreams now rather than wait for some perfect moment down the road. In response to this new mindset, the financial services company Northwestern Mutual recently launched “The Great Realization,” a purpose-driven advertising and brand campaign designed to help people reassess their lives and pursue what matters most.
Through proprietary research, Northwestern Mutual found that financial insecurity often prevents Americans from making their dreams a reality. The new campaign underscores the need for personalized financial planning to help people live life on their terms. Developed by the creative agency Mirimar, the campaign utilizes TV, digital, and social media platforms to bring this cultural awakening to the forefront through personal stories.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lynn Teo, CMO at Northwestern Mutual, joins host Ken Beaulieu to discuss key aspects of the company’s innovative campaign and how she’s elevating marketing throughout the organization.
Three years ago, the Beyond Profit podcast hit the airwaves to tackle the challenges marketers face in defining, activating, and advancing an authentic brand purpose. The first guest? That was purpose pioneer Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit.
The world has changed considerably since 2019, thanks in large part to the COVID-19 pandemic, political unrest, powerful social movements, and global economic uncertainty. But over that time span, we have also seen the rise of purpose-led companies across industry sectors, as they look to make a meaningful difference for both people and planet.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anne Bahr Thompson returns to the show to chat with host Ken Beaulieu about how the rise of Purpose 2.0, key lessons from her book that are more important than ever, why companies must truly live their stated purpose, and more.
David Aaker, vice chair of the brand management consultancy Prophet and an American Marketing Association Hall of Fame inductee, has been hailed as the “Father of Modern Branding” for his many contributions to the science of marketing. They include hundreds of published articles and 17 books, of which more than one million copies have been sold.
Aaker’s latest tome, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society, casts a spotlight on why companies need to address the existential threats in society and how to integrate signature social programs into the business. Filled with examples of purposeful companies, the book also explains how to drive momentum for and scale a social program, including creating brand communities.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Aaker joins host Ken Beaulieu to discuss key aspects of his new book and lessons he’s learned over his remarkable career.
There is often a sizable gap between what companies say they stand for and what they actually do. Ty Montague calls this regrettable space bullshit, otherwise known as purpose-washing.
As cofounder, chairman, and chief purpose officer at co:collective, a creative and strategic transformation firm, Montague is concerned about the growing number of brands that talk a good game about purpose but fail to deliver any meaningful action. He calls out some of these brands for their lack of authenticity and explores how to avoid the purpose-washer label through his aptly named podcast Calling Bullshit.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Montague, named one of the Top Ten Creative Minds in business by Fast Company, joins host Ken Beaulieu to discuss the rise of purpose-washing, what he’s hearing from consumers about this issue, how marketers can activate purpose more authentically, and much more.
As part of its rebrand in 2020, the Austin, Texas-based hardware, software, and services company NI (formerly National Instruments) updated its brand purpose to reflect the company’s commitment to making a positive impact on humanity. The purpose calls on all innovators, from individuals to enterprises, to Engineer Ambitiously. It’s about connecting the bold people, ideas, and technologies required to solve the world’s most pressing challenges, while celebrating the contributions of engineers.
By 2030, NI hopes to hit several moonshot goals, including building a more diverse, inclusive, and equitable workplace and achieving zero waste at company-owned buildings.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with two leaders at NI to discuss the company’s higher-order purpose and drive to change the world for the better: CMO Ana Villegas and Tabitha Upshaw, senior director of brand, reputation, and impact.
In today’s purpose movement, large legacy companies are often considered second fiddle players to small social good brands. But increasingly, that perception is changing among U.S. consumers. In the latest Purpose Power Index, presented by StrawberryFrog and Dynata, 16 of the top 20 brands are mainstream companies. They include Toyota, Wegmans, Pfizer, General Electric, and Google.
The annual study, comprised of more than 20,000 individual ratings from over 5,500 U.S. consumers and employees, also found that rank-and-file workers rate their own company’s commitment to purpose substantially lower than senior management. The study points to a lack of clarity, communication, and activation as the main reasons why purpose is not trickling down to all levels of the organization.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Chip Walker, head of strategy at StrawberryFrog, joins host Ken Beaulieu to discuss the study in more detail and why purpose matters only when consumers act on it.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Donna Lee Ubertalli discusses with host Ken Beaulieu the latest campaigns from Dana Farber, the importance of brand value, how the organization supports local communities, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the Time To Vote movement with J.J. Huggins, who handles public relations and communications for Patagonia, and Bart Myers, CEO of Countable.
In an age of political polarization and disinformation, companies looking to build trust with stakeholders would be wise to consider the advice of Dr. Yoram Solomon. Not only has he been studying trust for more than a decade, he wrote The Book of Trust, considered the most comprehensive tome ever written on the topic. He is also author of the book series Can I Trust You? and hosts The Trust Show podcast.
Trust is the foundation of everything, Dr. Solomon admits. Research shows that a trustworthy salesperson can sell the same product for a 29.6 percent higher price than an untrustworthy salesperson, while a trustworthy leader can increase productivity by 64 percent. Moreover, trustworthy CEOs generate 286 percent better shareholder returns than those considered untrustworthy.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Dr. Solomon to learn why trust is rapidly eroding throughout the country, the habits of the most trusted organizations, the role trust plays in driving brand purpose, and more.
It has been more than four months since Russia invaded the sovereign nation of Ukraine. Thousands of Ukrainian soldiers and civilians have perished, millions of people have been displaced, and several cities, towns, and villages have been leveled beyond recognition.
Through the hell that is war, the Ukrainian Marketing Association (UMA) has endured and today stands as a beacon of light in an otherwise dark time for the country. Representing more than 1,000 marketers and over 100 marketing organizations across Ukraine, this professional membership group plays a critical role in advancing the marketing industry in Eastern Europe and raising awareness of trends in marketing and advertising.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, UMA President Iryna Lylyk joins host Ken Beaulieu to discuss how the organization is maintaining some semblance of normalcy, what’s she’s hearing from members, why the women of Ukraine are a constant source of pride, and more.
For the first time in nearly a decade, United Airlines has launched a major national ad campaign. Titled “Good Leads the Way,” the multi-pronged, integrated campaign is a case study in how to evangelize a brand’s purpose through great storytelling.
Developed in partnership with the creative agency 72andSunny, the inspiring and well executed campaign shines a light on the airline’s large ambitions and its mission to be a force for good on their planes and in the world. The creative also shares how the airline is meeting the needs of its employees, customers, and local communities.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Maggie Schmerin, managing director and head of global advertising and social media at United, provides insight on the purposeful campaign with host Ken Beaulieu.
We speak with Jennifer Mulholland and Jeff Shuck, co-founders of Plenty Consulting, to learn why wellbeing is a fundamental key to a purpose-driven organization, the importance of being led by “conscious leaders,” why it’s so critical for leaders to clarify what they truly care about before tackling purpose initiatives, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Jonathan Knowles, founder of the strategic advisory firm Type 2 Consulting, and Hannah Groves, a former global CMO of State Street and a nonexecutive director of Aberdeen.
The humanitarian crisis unfolding in Ukraine, amid widespread destruction and death, is getting uglier by the day. More than five million refugees already have fled the country, and another 4 million people may leave Ukraine in the weeks ahead. While the sheer cruelty of the situation is hard to fathom, it is yet another emergency to which the nonprofit Americares is responding.
With emergency response teams on the ground in Poland and Romania, Americares has delivered more than 20 tons of much-needed medicine and medical supplies to Ukraine. It is also working with local organizations to provide mental health support to those who have experienced trauma.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Jed Selkowitz, SVP and CMO at Americares, to discuss the organization’s response in Eastern Europe and how brands can support the relief effort.
Creating a winning workplace culture, of course, takes time and effort. Strategies must be developed to ensure purpose is part of the fabric of the company and has relevance to all employees. Only then can the business transform itself and do good in the world.
Optimizing employee experiences is an area of specialty at the woman-owned brand agency Sullivan & Company, which helps clients advance their purposeful efforts and move audiences to action.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Nicole Ferry, a partner and executive director of strategy at Sullivan, to learn the keys to building a strong employer brand, through the lens of both for-profit brands and nonprofit organizations.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Kwasi Mitchell, chief purpose officer at Deloitte, joins host Ken Beaulieu to discuss his role, why purpose can be a growth driver, and Deloitte’s latest research on the effects of purpose on C-suite leaders and their businesses.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the Good-Loop platform with cofounder and CEO Amy Williams, and gets her thoughts on the disconnect between how brands talk about purpose and the messaging they convey to consumers.
The remarkable evolution of Dr. Bronner’s from radical vision to industry leader is brought to life in the book Honor Thy Label, by Gero Leson, VP of special operations at the company. Since 2005, Gero has become a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.
This week on "Beyond Profit," we are joined by Nicolas Chidiac, brand and customer experience strategy lead at Razorfish North America, shares his thoughts on why skepticism around purpose is growing, how brands can meet consumers’ purpose expectations, and much more.
Inspiring people to connect in a more meaningful way is core to the marketing and branding efforts at Cox Communications, the largest private telecom company in the U.S. Behind the work of Gaston Vaneri, SVP of brand, Cox is bringing people closer together to build a better future through broadband applications and services.
This week on Beyond Profit, a podcast of the ANA Center for Brand Purpose, Gaston joins host Ken Beaulieu to discuss Cox’s brand positioning and how it’s bringing people closer and changing the reputation of the telecom industry.
Melissa Anderson, cofounder and president of Public Good, sits down with host Ken Beaulieu to learn more about the organization, how brands can start a social movement by becoming braver, the keys to driving action for a purpose-driven campaign and measuring success, and much more.
This week on "Beyond Profit" host Ken Beaulieu catches up with author and purpose pioneer Thomas Kolster to discuss growing consumer cynicism toward brand claims about the good they do, the evolution of purpose, and the importance of responding to cultural movements.
General Motors, maker of the Chevrolet, Buick, GMC, and Cadillac brands, is hitching its wagon to an all-electric fleet by 2035.
To bring its vision to life with consumers and customers and create a social movement around electric vehicles, GM is turning to entertainment marketing with the help of Los Angeles-based Branded Entertainment Network.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Sarah Schrode, head of entertainment and influencer marketing at GM, and Erin Schmidt, chief product placement officer at Branded Entertainment Network, to discuss GM’s path forward, the value of entertainment marketing, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Dan Grimm, distinguished executive in resident at the Rutgers Institute for Corporate Social Innovation, to discuss its important work and how brands and businesses can become forces for good.
This week we catch up with Kat Krieger, senior director of MarComm and membership at Together for Safer Roads, and Walle Mafolasire, founder and CEO at Givelify, to learn more about their inspirational work and purpose journeys. Lana McGilvray, CEO and founder of Purpose Worldwide, also joins us on a stacked Beyond Profit.
MotivBase CEO Ujwal Arkalgud joins host Ken Beaulieu to discuss the critical nature of his work, why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.
Cubist Martini founder Brad Brinegar drops in to chat with host Ken Beaulieu to discuss the expectations of Gen Zers, how brands can achieve sustained growth through a focus on purpose and values, and more.
Harjot Singh Saluja, cofounder and CEO of Reach Mobile, shares the backstory on the launch of the company, the importance of being a values-driven business, its partnerships with nonprofits, and more.
Abby Hirschhorn, cofounder of Human Intelligence, explains why the most successful brands are human-to-human centric, how to discover a brand’s purpose, and the benefits of being a purposeful brand.
Brian Tomlinson, director of research of the CEO Investor Forum at Chief Executives for Corporate Purpose, discusses why companies that score high on corporate purpose metrics outperform their low-scoring counterparts on common measures of financial performance, market valuation, and shareholder value creation.
Author Minter Dial discusses his new book, "You Lead: How Being Yourself Makes You a Better Leader", how brands can hit on the right purpose, why having a chief ethics officer raises red flags, and more.
Youth activism is on the rise. From climate change and inequality to health care and immigration, young people are making their voices heard on the most pressing issues of our time.
For the past decade, Seth Maxwell has played a lead role in empowering youth to champion causes they care deeply about, just like he has. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Maxwell joins host Ken Beaulieu to discuss his work building the next generation of socially conscious activists through his two nonprofit organizations: Thirst Project and Legacy Youth Leadership.
Over the past 15 years, 20 percent of all newspapers in this country have shuttered, and more than 1,300 communities now are classified as local “news deserts,” fueled by a staggering decline in revenue and ad spending and the advent of non-traditional news sources. Data also shows there are 47 percent fewer journalists in the U.S. than in 2005, and consumer trust in the media is fading like newspaper bureau offices. To combat this decline, the Boston-based advertising agency Allen & Gerritsen launched Protect Our Press, in partnership with Boston Globe Media. The initiative aims to reinvest ad spending in local newsrooms and have agencies, brands, and publishers pledge their participation or commitment. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes three guests to discuss the state of local journalism and the advent of Protect Our Press: Andrew Graff, CEO at Allen & Gerritsen; Kayvan Salmanpour, chief commercial officer at Boston Globe Media; and Chris Scott, enterprise editor at The Lowell Sun in Lowell, Mass.
Patagonia needs little introduction. It is one of the most socially conscious and successful brands in the world. As part of its evolution, the company recently changed its purpose statement to: “We’re in the business to save our home planet.” In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Patagonia’s director of philosophy, Vincent Stanley, explains what that purpose means for a company in business to sell clothes, how the brand redefines responsible business in a time of ongoing social and ecological crisis, and the next steps in Patagonia’s journey to make a difference.
Mastercard’s chief marketing and communications officer, Raja Rajamannar, believes marketing is facing a bona fide crisis, and only a complete reinvention will allow marketers to be successful. He provides a detailed path forward in his new book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers. Few marketers are as qualified as Rajamannar to talk about the transformation of marketing and the power of brand purpose. The president of the World Federation of Advertisers, Rajamannar was named by Forbes as one of the most influential CMOs in the world, and his work has been taught at more than 40 leading management schools around the world. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Rajamannar joins host Ken Beaulieu to discuss Mastercard’s focus on purpose, the key takeaways from his book, and the lessons he’s learned as a giant of the marketing industry.
Mailchimp’s latest campaign, “Big Change Starts Small,” developed in partnership with the creative agency Kin, highlights an adaptable model for corporate citizenship that businesses can adopt to improve their own communities. This unique initiative is about growing and educating small do-gooders everywhere — the epitome of using purpose to drive action. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lain Shakespeare, senior head of corporate citizenship at Mailchimp, and Kwame Taylor-Hayford, cofounder of Kin, join host Ken Beaulieu to discuss the thought process behind Big Change Starts Small and the rise of corporate citizenship.
Over the past two decades, J.C. Lapierre has held many positions at PwC, but her current roles as chief communications officer and strategy leader have earned her a seat at the table with other U.S. business leaders. Host Ken Beaulieu catches up with J.C. to discuss the company’s purpose, its diversity and inclusion efforts, how the company is driving positive change, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu is joined by Lisa McLeod as she discusses her latest book, Selling with Noble Purpose, as well as the rise of the purpose movement, storytelling, and more.
While many of us would like to erase the past year from our memory banks, the world did see a greater focus from brands to become more purposeful in 2020. Join host Ken Beaulieu as he discusses the year that was with Jeff Fromm, author of The Purpose Advantage.
Saying goodbye to 2020! On this year's last episode, we catch up with Whitney Dailey, VP at Porter Novelli, who leads purpose marketing at the agency, to discuss its latest research and the obstacles that often prevent business executives from taking a stand on social issues.
Emily Callahan, CMO at ALSAC - the $1.7 billion fundraising and awareness foundation of St. Jude's Children's Hospital joins Ken Beaulieu to discuss ALSAC’s marketing operations, innovation, how purpose guides her 150-person team, collaborations with other organizations, and more.
Moen, the leading consumer faucet brand in North America, is determined to help preserve and protect the planet’s most valuable resource and improve how people interact with it through a project called “Mission Moen.” In fact, the brand is looking to help conserve one trillion gallons of water over the next decade through its leading-edge technologies and education. In this episode host Ken Beaulieu catches up with Mark-Hans Richer, chief marketing and innovation officer at Fortune Brands Global Plumbing Group, to discuss Moen’s commitment to water conservation, how business leaders can address pressing problems, and more.
Founder and chief playmaker of Life is Good Playmakers, Steve Gross, joins host Ken Beaulieu to discuss this life-changing program which creates safe and loving environments for over 1 million kids a year to learn, heal, and thrive.
Host Ken Beaulieu welcomes Curaleaf CMO Jason White on this episode of "Beyond Profit" where they discuss the company's purpose, its marketing strategy, bias in advertising and much more.
Former chief ethics officer at AirBnB Rob Chestnut joins the podcast to discuss his new book, "Intentional Integrity: How Smart Companies Can Lead an Ethical Revolution" and to discuss why acting with integrity is a business advantage.
Judy Sroufe, VP of brand marketing and communications at Standard Textile, joins the podcast to discuss the how the company defined its purpose, gained internal consensus for it, and the lessons learned along the way.
In the 20th episode of Beyond Profit, host Ken Beaulieu catches up with Nikki Crumpton, chief strategy officer at BeenThereDoneThat, to discuss the agency’s work during the COVID-19 pandemic, the importance of staying true to your purpose in a crisis, how to drive a purpose strategy, and more.
In Episode 19 of the Beyond Profit Podcast, host Ken Beaulieu catches up with Alicia Tillman, CMO at SAP, to discuss how purpose guides decision-making, the brand’s response to the crisis, how marketing will evolve, and more.
Author Rishad Tobaccowala believes the key to creating and sustaining a great company is to balance technology and human thoughts, interactions, and feelings in the workplace. Tobaccowala joins host Ken Beaulieu on the latest episode of "Beyond Profit" as he discusses his book "Restoring the Soul of Business: Staying Human in the Age of Data."
This latest episode of "Beyond Profit" sees host Ken Beaulieu sitting down with DoSomething CEO Aria Finger to discuss the organization’s remarkable response to the COVID-19 crisis, how it partners with brands to extend the scope and impact of its campaigns, and more.
In the latest episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Paul Alexander, chief marketing and communications officer at Eastern Bank, to learn how purpose drives the brand, the company’s commitment to giving back, its spirit of volunteerism, and more. (This episode was recorded earlier this year.)
It’s no secret that a strong brand can drive bottom-line results and sustained growth. The proof can be found in brands that are purposeful — that contribute to the well-being and quality of life of consumers.
Host Ken Beaulieu welcomes Stephanie Rath, VP of marketing and brand management at the YMCA of the USA, on Beyond Profit to discuss brand-building for good, how brands can forge partnerships with nonprofits, and the blurring lines between nonprofits and for-profit organizations.
Scott Goodson, CEO of StrawberryFrog, sits down with host Ken Beaulieu to discuss what brands can do to elevate their do-good efforts, what commonalities the most purposeful companies share, and more.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Kylie Wright-Ford, CEO of the Reputation Institute, to discuss the importance of maintaining a strong brand reputation, how purpose plays into the equation, and what marketers can do to build brand trust.
Over the past 20 years, few organizations have been as committed to helping companies embrace purpose as Chief Executives for Corporate Purpose, or CECP. This CEO-led coalition, founded by the late actor and philanthropist Paul Newman and other business leaders, believes that being a force for good through business not only leads to a better world but determines company success. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Daryl Brewster, CEO of the CECP, to learn about the challenges of investing in society, why CEOs are embracing purpose more than ever, how to best communicate do-good efforts, and more.
Allionce Group CEO Mark Giovino joins the show to discuss how brands are maximizing partnership opportunities with zoos and aquariums, which help fund critical conservation and educational efforts, as well as the benefits to brands seeking to be a force for good and a force for growth.