Summary

Today’s marketers have a sophisticated view of purposeful marketing. Most express clear opinions about the sheer ambition of the term, while very few (8.1%) associate it exclusively with “donating to a charity in the name of the brand as in CSR/Corporate Social Responsibility.” A majority seek to make purposeful initiatives a part of their overall marketing goals. Yet, more than 60% also admit that they’re concerned about “getting it right,” and are still working to understand, explore and test the process before committing to a comprehensive program.

Interestingly, a provocative minority takes exception to the term purposeful—largely due to the implication that marketing was without “purpose” before purposeful became widely used by brand marketers. Some are concerned that purposeful marketing will become a “meaningless cliché” if it does not stem from genuine, actionable company-wide commitments. Others believe that some brands have already “taken purpose too far” by associating with issues or social causes that bear little intrinsic relationship to a product or service.

Certainly, many marketing ideals evolve—in much the same way that changing social mores shape how brands interact with consumers. Without question, today's activist social media world has already altered how people interact with brands, while dramatically shifting the rules of "doing good business." The assumption of responsibility and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. More companies are looking to embrace big, sustainable ideas that demonstrate true marketing innovation, while they also strive to deeply connect with their customers' passions and values. When done right, business growth is a result, as is “doing good” or “giving back.” This is marketing’s new holy grail.


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Contents

 

The full report of this INTERNATIONALIST INTELLIGENCE BRIEF:
Purposeful Marketing will also address:

Definitions of “Purposeful Marketing”
Why Now? Why does “Purposeful Marketing” Matter Today?
Meaningful Brands: The Intersection of Purpose and Profit?
The High Stakes of Getting It Right
Social Transparency Intersects with Social Responsibility
How Good Intentions Go Bad
Shifts in “What is Authentic?”
Changing Behaviors: The Millennial Effect
Lessons from Brands Based on Purpose: Marketing Matters
Balancing Sustainability & Marketing Smarts
The Evolution of Purposeful Marketing

About INTERNATIONALIST INSIGHTS

Building on The Internationalist’s focus on the people and ideas in international marketing, INTERNATIONALIST INSIGHTS was developed to quickly interpret global marketing trends at scale by surveying of our worldwide audience, combined with in-depth personal interviews with individuals we have honored for their marketing contributions. Interpretation of these results and perspectives are by seasoned executives, dedicated to a big-picture view of understanding our fast-moving industry and how contemporary marketing is changing business strategy in the digital economy.



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About THE INTERNATIONALIST

The Internationalist focuses on the reinvention of marketing around the globe by connecting the people and ideas in international marketing and advertising through original content, intelligence, thought leadership, community, collaboration, and influence. Marketer driven, The Internationalist has become a trusted source for international best practices, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational brand building and aspire to world class standards. Originally created as a trade publication, The Internationalist connects a global audience through content and case studies in print, online and in-person—via peer-to-peer marketer events including Dinners, Think Tanks, Awards and Summits- all to better serve the needs of this fast-changing community.

PEOPLE & IDEAS

The focus of The Internationalist is to connect the people and ideas in international marketing through intelligence, community and influence. Since 2003, The Internationalist has honored industry pioneers who further the role of multinational marketing as Internationalists of the Year, Innovators, Trendsetters, The Latin American 50, The Next 50, The Europe 50, The Asia 50, The China 50, and The Brazil 50, or as winners in The Internationalist awards for Media Innovation, Digital Solutions or the Marketing Makes a World of Difference project.
Bringing together these individuals has created the foundation of a peer-to-peer initiative called THE INTERNATIONALIST 1000, celebrating the influence of the top 1% of the world's marketers. THE INTERNATIONALIST 1000 initiative—1000 Marketers around the World Reshaping the Future of Marketing±in partnership with the ANA/Association of National Advertisers is a group of dedicated industry leaders who are reshaping our understanding of marketing's expanding role throughout the world.

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