Brand Purpose

This event is over.

Ken Beaulieu, Director of Brand Purpose Committee and the ANA Center for Brand PurposeANA
John Paquin, Director, Brand Activation, ANA


I. How ChapStick is Elevating Purpose (11:45 AM – 12:15PM)
ChapStick brand manager Ewelina Chylicka shares about the brand’s passion for purpose-led missions and its partnerships with Operation Gratitude to align with the brand’s American heritage and the It Gets Better Project to celebrate those using their lips for love in support of the LGBTQ+ community.
Speaker: Ewelina Chylicka
, Brand Manager, ChapStick

II. The Values-Motivated Consumer: Building Brands By Separating Myth From Reality (12:15PM –12:55PM)
No matter where you look, there is a survey that says consumers are ready to take dramatic action based on their social values. Yet, when you examine how people actually behave, their reactions are far more muted. Do social values matter? What is the size of the prize? How should brands think about continued relevance as social norms shift? This session separates myth from reality and grounds the discussion in our research and analysis of today’s “values-motivated” customers and the evolving nature of tomorrow’s consumers.

Speaker: Dipanjan Chatterjee, Vice President and Principal Analyst, Forrester Research