Both on- and off-stage, three sentiments were woven throughout almost all purpose-driven marketing conversations.
A Call for Unity
Sheila McLean, U.S. Social Purpose and Sustainability Practice Lead, MSL Group (a division of Publicis), noted that the world is shrinking due in part to a confluence of factors which surfaced in the aftermath of 9/11. Today, we face important global and societal issues including gun violence, gender and racial inequities, economic uncertainty and a growing multicultural population with diverse voices and needs amplified through social media and technology. Contemporary trends require brands and companies to tackle issues across borders to help global citizens find new ways to live meaningful lives.
The agency is committed to the United Nations’ Sustainable Development Goal 2: Zero hunger as a company-wide focus. Publicis unites its clients, partners, suppliers, customers and individuals around the world in this tentpole initiative. In a similar vein, the agency encourages brands such as Procter & Gamble’s Vicks to address issues that are authentic to their brand. Its “Touch of Care” campaign in India sought to redefine the notion of family, which is now helping to change laws impacting its transgender population. The campaign, which is now viral, also communicates the universal message that people not connected by blood are still families.
Be on the Right Side of History
Trisch L. Smith, Executive Vice President and Managing Director of Diversity and Inclusion at Edelman, highlighted Nike’s recent “Dream Crazy” campaign as an example of how a brand was able to build on a cultural moment. Coinciding with the 30th anniversary of Nike’s “Just Do It” tagline, the campaign features Colin Kaepernick, LeBron James, Serena Williams and other athletes. It embraces the spirit of “Just Do It” while concurrently giving a nod to Kaepernick, who also narrates. This is a great example of brand risk-taking that paid off. While the controversial spot initially ignited strong reactions, including people burning their Nikes, it is now viewed as a success in the retail and financial marketplace. The campaign worked because Nike’s spokespeople, employees and consumers authentically aligned with the message and brand. Smith shared that while there may be short-term controversy and risk, if the message is authentic it is important to continue.
As the spot says, “It’s only a crazy dream until you do it.”
Do It for Our Children Because the Government Can’t
Anheuser-Busch InBev (ABI) has committed to brew all