Brand Purpose/Brands for Humans | ANA Growth Agenda | ANA

Brand Purpose/Brands for Humans

Businesses and brands only succeed when society succeeds, but marketers must also demonstrate rightful empathy around the issues.

This begins by shifting from B2B and B2C toward B4H – Brands for Humans – and embracing a purpose statement focused on maximum market impact.

The Challenge

Having a reason to exist beyond turning a profit is not a novel concept for most brands, but brand purpose has grown in significance and quickly become marketing's new North Star, inspiring brand growth and serving to unite and guide entire organizations.

The ANA’s Response

Through the ANA Community for Purpose, Humanity, and Ethics, the ANA has taken steps to facilitate social responsibility, help brands discover their purpose, and provide marketers with best practices for more ethical marketing.

Latest Content

Articles, insights, research, and more to advance your marketing and advertising.

B2C

Turning a Cultural Phenomenon Into a Market-Leading Brand

by Jacqueline Lisk, 1 day ago

Lena Lewis of Mark Anthony Brands shares how White Claw uses cultural events and trends to connect with consumers and maintain its position as the hard seltzer market leader.

CMO Content

The UN Live at the Global CMO Growth Council Leadership Assembly in Cannes, 2024

6 days ago

Speaking at the Global CMO Growth Council Leadership Assembly in Cannes, Katja Iversen, CEO of the Museum for the United Nations (UN Live), emphasized the organization's mission to inspire sustainable behavior by engaging people globally.

B2C

Reddit Is Eager to Boost Its Stock with Brand Advertisers

by David Kaplan, 1 week ago

Reddit has grown up. The 19-year-old social media platform has tamed its sometimes tumultuous, often passionate communities, enabling the company to broaden its reach with advertisers and promote its brand safety efforts.

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Committees

Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

See the Growth Agenda in action and learn more about how, as an industry, we're tackling the challenges ahead.

    Go Further

    Learn more about the four growth priorities and the 12 focus areas that comprise the ANA Growth Agenda.