MARKETING MAKES A WORLD OF DIFFERENCE

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THE EVOLUTION OF PURPOSE
Reassessing Purpose as Society’s Expectations for Business Rise

The Internationalist created the concept of MARKETING MAKES A WORLD OF DIFFERENCE™ in 2012— before the word “purpose” became part of marketing vernacular. This is now one of marketing’s most significant callings. Making a world of difference occurs through a deeper understanding of the complex dynamics of “purposeful marketing” strategies. And it demonstrates the importance of the marketing function within the corporation.

As part of our ongoing research, called The Internationalist INSIGHTS Survey™ series, we conducted a study in 2020 among marketers worldwide to understand more about their sentiments on the evolution of purpose in a tumultuous year. This podcast series is based on the INSIGHTS results.

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MARKETING MAKES A WORLD OF DIFFERENCE

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SUSTAINABILITY AND NEW MODELS FOR DOING BUSINESS

19 OTT 2021 · From Clean Tech to the Circular Economy, from Food Security to a Green Recovery and reducing emissions within the decade, we are surrounded with new considerations. Are we seeing new models that will change how business operates? Can marketing innovation accelerate the process?

Ascoltato 14 min. 21 sec.
SUSTAINABILITY AND THE CONFUSION OF DOING GOOD

19 OTT 2021 · There is confusion around the many words now associated with “doing good” – be they purpose, sustainability, diversity and inclusion, CSR, corporate responsibility, dividends plus, or ESG. Ideally, all these terms should be linked to business strategy, goals, and measurement to be effective

Ascoltato 10 min. 5 sec.
SUSTAINABILITY AND THE EXPECTATIONS OF BRANDS

19 OTT 2021 · Consumer concerns are at the heart of the sustainability discussion among marketers. Yet, the marketing community is very much aware of the complexity of the concept as definitions of "sustainability" seem to expand as they encompass more elements of human activity, brand responsibility and corporate concern.

Ascoltato 11 min. 16 sec.
THE SIGNIFICANCE OF A “PURPOSE GAP”

5 MAR 2021 · We’ve defined a “purpose gap” as the difference between the STATED VALUES of any brand or organization and the ACTIONS TAKEN. And, yes, a “purpose gap” does exist today. Today's transparent social media environment has dramatically shifted the rules of "doing good business," and marketing leaders throughout the world are evolving to address new challenges and opportunities. The assumption of responsibility, the authenticity of purpose and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. And The Internationalist's Marketing Makes a World of Difference™ Initiative will help to ensure that happens.

Ascoltato 10 min. 20 sec.
PURPOSE, CORPORATE CULTURE AND A WORK-FROM-HOME WORLD

5 MAR 2021 · New ways of working, the need for expanded skill sets, and refined priorities for talent and teams are dramatically reshaping the role of marketers. Plus, consumers are becoming more attentive to the ways companies and brands go beyond advertising and marketing to make other positive contributions.

Ascoltato 9 min. 43 sec.
IS BEING PURPOSE-LED BECOMING MORE DIFFICULT?

5 MAR 2021 · The pandemic has accelerated the notion that today people want to live with more meaning-- rather than just more. And most consumers want to feel they are part of making a difference in an incredibly stressful world. That has changed the consumer-brand relationship.

Ascoltato 8 min. 29 sec.
ARE WE HESITANTLY APPROACHING “PURPOSE 2.0”?

5 MAR 2021 · Today’s marketers now have a sophisticated understanding of the ideals of brand purpose and of the purpose-led organization. However, the sudden complexity of 2020’s events has caused them to reassess how marketing’s role can make a difference amid so much change and uncertainty.

Ascoltato 9 min. 17 sec.