MARKETING MAKES A WORLD OF DIFFERENCE: Recent Episodes
Deborah Malone
THE EVOLUTION OF PURPOSE
Reassessing Purpose as Society’s Expectations for Business Rise
The Internationalist created the concept of MARKETING MAKES A WORLD OF DIFFERENCE™ in 2012— before the word “purpose” became part of marketing vernacular. This is now one of marketing’s most significant callings. Making a world of difference occurs through a deeper understanding of the complex dynamics of “purposeful marketing” strategies. And it demonstrates the importance of the marketing function within the corporation.
As part of our ongoing research, called The Internationalist INSIGHTS Survey™ series, we conducted a study in 2020 among marketers worldwide to understand more about their sentiments on the evolution of purpose in a tumultuous year. This podcast series is based on the INSIGHTS results.
From Clean Tech to the Circular Economy, from Food Security to a Green Recovery and reducing emissions within the decade, we are surrounded with new considerations. Are we seeing new models that will change how business operates? Can marketing innovation accelerate the process?
There is confusion around the many words now associated with “doing good” – be they purpose, sustainability, diversity and inclusion, CSR, corporate responsibility, dividends plus, or ESG. Ideally, all these terms should be linked to business strategy, goals, and measurement to be effective
Consumer concerns are at the heart of the sustainability discussion among marketers. Yet, the marketing community is very much aware of the complexity of the concept as definitions of "sustainability" seem to expand as they encompass more elements of human activity, brand responsibility and corporate concern.
We’ve defined a “purpose gap” as the difference between the STATED VALUES of any brand or organization and the ACTIONS TAKEN. And, yes, a “purpose gap” does exist today.
Today's transparent social media environment has dramatically shifted the rules of "doing good business," and marketing leaders throughout the world are evolving to address new challenges and opportunities. The assumption of responsibility, the authenticity of purpose and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. And The Internationalist's Marketing Makes a World of Difference™ Initiative will help to ensure that happens.
New ways of working, the need for expanded skill sets, and refined priorities for talent and teams are dramatically reshaping the role of marketers. Plus, consumers are becoming more attentive to the ways companies and brands go beyond advertising and marketing to make other positive contributions.
The pandemic has accelerated the notion that today people want to live with more meaning-- rather than just more. And most consumers want to feel they are part of making a difference in an incredibly stressful world. That has changed the consumer-brand relationship.
Today’s marketers now have a sophisticated understanding of the ideals of brand purpose and of the purpose-led organization. However, the sudden complexity of 2020’s events has caused them to reassess how marketing’s role can make a difference amid so much change and uncertainty.