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.

ANA Magazine

Reaching People with Disabilities Authentically

by Anne Field, 4 days ago

By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.

Beyond Profit Podcast

How AI Can Cultivate Empathy

1 week ago

In this episode of the Beyond Profit podcast, Minter Dial joins host Ken Beaulieu to discuss why the world needs to invest in and cultivate empathy and the role artificial empathy can play in overcoming the threats in business and in society at large.

ASK Answers

B2B Brand Purpose

1 week ago

How can B2B brands leverage brand purpose?

Featured Events

National, regional, and online events to help you learn and grow throughout the year.


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.