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As partner and CEO at Junxion, an award-winning consultancy and certified B Corp, Mike Rowlands doesn’t need convincing about the shifting role of business. He believes that to meet the high expectations of customers, companies must develop a social purpose that leads to a greener, more socially just economy. Brands that fail to meet their obligations to society, he maintains, will simply fall by the wayside.
However, becoming purpose-led is more challenging than ever. According to a survey by the ANA Center for Brand Purpose and The Internationalist, 76 percent of marketers said it is more difficult now to build a truly purposeful brand than in the past, and 71 percent said purpose is more difficult to express authentically through marketing and advertising. Even more troubling, 76 percent of respondents said a purpose gap exists now between companies’ state values and the actions they take.
In this final episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mike joins host Ken Beaulieu to discuss the myriad issues at play and how to shift to a purpose economy. Based in Vancouver, Canada, Mike is accomplished entrepreneur, consultant, and advisor who has spent more than 20 years working to catalyze social responsibility and sustainability with organizations on four continents.
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As market realities and consumer attitudes shift and evolve, often at breakneck speed, businesses that remain adaptable, and never lose sight of the brand’s heritage and true purpose, can deliver bottom-line growth, even in times of economic uncertainty.
It’s an argument that is not lost on Alison Clark. The brand management and marketing expert, who has worked for both for-profit and nonprofit organizations, has a long history of employing what she calls “structured flexibility” to drive sustained brand awareness, ensure brand health, and achieve targeted outcomes.
Most recently, as a senior director at United Services Organizations, she led a successful, enterprise-wide brand transformation to drive the nonprofit’s mission, reach new generations of donors, and build a future-ready revenue stream.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Alison joins host Ken Beaulieu to discuss the importance of brand and its alignment with purpose, her great work at the USO and the lessons learned, and whether the ideals of brand purpose are still relevant today.
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Saknas det avsnitt?
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Over the past several years, organizations both large and small have taken significant steps to prioritize diversity and inclusion, understanding that these efforts not only drive sales and business growth but attract top talent.
That momentum, however, is beginning to slow, thanks to DEI blowback from conservative lawmakers and activists, as well as miscommunication, misinformation, and fear. In fact, a number of brands and agencies have announced that they are scaling back or cutting their DEI programs and, in some cases, eliminating the chief diversity officer position.
This news does not sit well with Jordan Weiss, who has been a leading voice for advancing diversity and inclusion. As cofounder and president of Diversity in Action, a digital and print magazine, he is committed to supporting and promoting diversity in science, technology, engineering, the arts and math (STEAM). His inspiring publication examines topics and profiles people who bring a diverse array of views and who nurture innovation regardless of how they identify themselves.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Jordan joins host Ken Beaulieu to discuss the essence of his magazine and how it has shaped his personal view of diversity, his assessment of the building backlash over DEI, and how he will continue to champion diversity at every turn.
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Helping visionary leaders disrupt the status quo that too often hinders purposeful efforts is the essence of The Macfarlan Group. Led by founder Deb Macfarlan Enright, the firm works with both nonprofit and social impact organizations to create solutions to social challenges that seemingly grow by the day, including hunger, homelessness, justice inequities, and mental health.
Deb is also cofounder of the Leadership After Dark practice, which trains executives to actively engage as board members and elevate corporate responsibility and community leadership within the organizations they serve. As Deb has shown throughout her distinguished career, she is guided by the principle of doing good with others for others.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Deb joins host Ken Beaulieu to discuss her work with social impact leaders, the importance of board leadership, how organizations can make a meaningful difference, and much more.
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Charitable giving in the U.S. last year dropped 2.1 percent after inflation, attributable in part to the decline in individual donors, according to Giving USA. This followed a 13.4 percent dip in giving in 2022.
Though the news is not surprising given the elevated cost of living and other economic uncertainties that Americans face today, nonprofits are cautiously optimistic about 2024 and beyond as the country moves further away from the pandemic and record inflation and new technology and creative programs take hold.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Aila Malik, founder and co-principal of research and practice at the Venture Leadership Collective, joins host Ken Beaulieu to discuss the nonprofit landscape, and what may be holding the sector back, as well as how nonprofits can drive success through marketing, manage leadership expectations, reach new donors, and advance their missions.
Venture Leadership Collective, a women-owned management consulting firm, serves more than 60 nonprofits annually, including schools, municipalities, and philanthropies. Aila has trained retired for-profit executives to successfully lead nonprofits in the boardroom and within nonprofits at the C-Suite level.
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Advocating for the health, wellbeing, and rights of children has long been core to the missions of the global nonprofits Save the Children and Children International.
Working in more than 100 countries, Save the Children strives to give today’s youth a healthy start in life, the opportunity to learn, and protection from harm, while Children International helps kids get the education, life skills, and confidence they need to break free from poverty.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu casts a spotlight on these distinguished organizations with his two guests: Teresa Gaffney, senior director of global marketing at Children International, and Nicole O’Connor, managing director of supporter development at Save the Children. They discuss the myriad challenges they face today in driving their missions, how they are reaching donors through the art of storytelling and design, the importance of reaching the next generation of donors, and more.
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Do you feel your life is like Groundhog Day, endlessly trapped in the same old same old from one day to the next? Breaking free from the mundane routine of everyday life, and unlocking your full potential in a purposeful way, is not only possible but attainable with simple behaviors that can be readily applied to daily habits and actions.
That’s the central premise of the inspirational new book, Do This Daily: Secrets to Finding Success, Happiness, and Purpose in Work and Life. According to author Lan Phan, CEO of the purpose-led consultancy Community of Seven, living life based on other people’s rules and expectations is the surest way to get stuck, like a car in deep mud.
To move forward, she maintains, you must discover your personal purpose, break free from limiting barriers, and embrace your worth, among other secrets. Do This Daily provides a boatload of exercises, tools, practical strategies, and stories to help you achieve positive transformation for career success and personal fulfilment.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lan Phan, a highly regarded consultant, master trainer, and speaker, joins host Ken Beaulieu to discuss key aspects of her book, including shifting from self-doubt to self-acceptance, finding consistency in life, and overcoming the fear of change.
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There is ample evidence suggesting that a happy workforce can help a business increase productivity and innovation and reduce turnover and absenteeism. Additionally, happy people tend to live longer than unhappy people and are full of hope.
But striving for a state of happiness and building on it can be a tall order. In fact, Dr. Alphonsus Obayuwana, a longtime leader in the happiness space, argues that to increase happiness for yourself, you must first find a way to measure it. And he has done just that.
In his book The Happiness Formula: A Scientific, Groundbreaking Approach to Happiness and Personal Fulfillment, Dr. Obayuwana lays out a simple but groundbreaking equation for measuring happiness: hope divided by hunger equals happiness. The formula not only offers individuals a demonstrated way to self-assess their levels of fulfillment but provides happiness seekers with a proven routine for achieving and sustaining a flourishing life.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dr. Obayuwana, founder and CEO of Triple-H Project, which trains and certifies happiness coaches, joins host Ken Beaulieu to discuss the complexity of happiness, the affects of unhappiness in the workplace, why happiness should be measured, and much more.
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There are many attributes of great leaders, including the ability to motivate and inspire, make decisive decisions under pressure, show empathy, drive innovation, and build a trustworthy and respectful work environment.
But there’s another key trait that largely goes overlooked: The willingness to embrace vulnerability. In fact, by letting their guard down and acknowledging their fears and weaknesses, the best leaders come across as more relatable and human, and that can lead to personal growth, stronger relationships, greater trust with staff, and the courage to take risks.
But while vulnerability is viewed as a strength and should be embraced by workers at every level of an organization, it does require a leap of faith and belief in oneself, as well as the confidence to work through one’s emotions for the greater good.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Monica Rowe, chief marketing officer at CARE, one of the largest NGOs in the world, joins host Ken Beaulieu to discuss vulnerability at length, including the importance of marketing humanity, empathy, and caring with purpose at the core.
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Good Stuff Partners, a purpose-driven brand and communication agency, is emphatic when it comes to its approach to business: If you don’t stand for something, you’ll fall for anything. That clear-as-day purpose, as well as the agency’s authentic belief that you’re only as good as the company you keep, is deeply rooted throughout the business. The Certified B. Corp doesn’t just talk a good game about being purposeful and helping clients make a positive difference in the world, it confidently walks the walk.
In fact, Good Stuff Partners isn’t afraid to turn away clients if their values aren’t aligned with the agency’s. They work with and promote brands they genuinely believe in and that can make life better for people, animals, and the planet. That purpose-led mindset extends to the talent they hire and grow, the quality of its work, the communities they serve, and its commitment to giving back.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Adrian Power, founding partner and brand strategist at Good Stuff Partners, to discuss the unique nature of his business, the state of purpose in these changing times, how brands can stand up to scrutiny, how to build true purpose equity, and more.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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. - Visa fler
