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.
A Movement to Increase Voter Turnout
Giving employees time off to vote on Election Day is one of the biggest barriers to voter participation and a key reason why voter turnout in the U.S. is among the lowest in the developed world. In 2018, to address this issue, Patagonia, PayPal, and Levi Strauss banded together to launch Time To Vote, a nonpartisan movement meant to encourage company leaders to provide employees with the time they need to cast their ballots.Today, a diverse coalition of nearly 2,000 companies are participating in the Time To Vote effort, from making Election Day a paid company holiday to offering paid time off on Election Day to actively promoting initiatives such as early voting and vote-by-mail. Time to Vote, implemented and amplified through the community engagement platform Countable, is a great example of the power of purpose in creating a culture shift, and what the business community can achieve when it works together to address the most significant challenges of our time.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.
Winning Trust in an Age of Distrust
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 (http://www.ana.net/brandpurpose), 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.
The Resolve of the Ukrainian Marketing Association
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 (https://www.ana.net/brandpurpose), 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.
United Airlines Takes Off with Purpose
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.
The Importance of Having a Personal Purpose
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.
Unlocking the Purpose of Purpose
Purpose has become something of a fad and a victim of its own success. That is the premise of an article from Harvard Business Review titled “What Is the Purpose of Purpose?”. Written by four thought leaders in the space, the article surmises that purpose remains a confusing subject, and that companies too often struggle to authentically articulate and act on their reason for being beyond turning a profit. To help executive leaders make sense of purpose and its role in driving business strategy, the article lays out a framework for evaluating three types of purpose and what companies typically get wrong about each of them. Anchored in great examples across industry sectors, the piece also presents a five-step process for finding a corporate purpose, including questions to help reach consensus on the most effective definition. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose (http://www.ana.net/brandpurpose), host Ken Beaulieu discusses key aspects of the article with two of the authors: 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.