The new faces of brand purpose: Smart strategies for high-stakes times

With Colgate-Palmolive, Nissan North America & Brother International

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In what seems like an instant, the values and social actions of brands have become make-or-break with even mainstream consumers. From sustainability to global conflicts, the list of concerns brands need to engage with on a daily basis — not just once or twice a year — keeps growing.

How can brands navigate this volatile and unfamiliar world of high emotional stakes — and vast business consequences?

This talk discusses:  

  • The evolution of sustainability — and the challenges of staying a step ahead.
  • Taking social issues to heart — without leaving skeptics behind.
  • Generational transformation — who is really driving the purpose revolution?
  • Skillful messaging and marketing in the purpose world — striking the right balance of commerce and caring.
  • How conventional brands can integrate compassion and activism into deeply ingrained personas. 

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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STUDY: Are today’s brand purpose ads really changing consumers’ hearts & minds?

At a time when so many companies are rushing to claim sustainability, social justice, and other causes as core to their brands, discussions about the effectiveness of these campaigns have been largely absent. With millions of dollars being spent to define and promote the “purposes” of brands, what are the real outcomes? What does it take to create and deliver purpose messages that resonate with consumers?

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