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Beyond Profit PodcastAuthor: Association of National Advertisers
A podcast of the ANA Center for Brand Purpose, Beyond Profit serves up inspirational and insightful interviews with todays 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. Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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How to Shift to a Purpose Economy
Tuesday, 7 January, 2025
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.
