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.

Beyond Profit

The Roadmap to an Ideal Future

6 days ago

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, leading sustainability strategist Justin Bean joins host Ken Beaulieu to discuss key aspects of his book, including how business can drive exponential, purposeful change.

Greater Good

An Artful Approach to Activism

by Brion O’Connor, 2 weeks ago

An "artivist" in residence at the purpose agency Grounded World, Savon Bartley documents the human experience as an act of activism. His work in multiple facets is designed to engage, inspire, and change people's hearts.

Beyond Profit

Group Incentive Travel for Good

2 weeks ago

In this episode of Beyond Profit, host Ken Beaulieu catches up with Kate Cardoso, director of strategic services at HMI, and her colleague Nora Finnerty, a marketing content specialist, to learn more about HMI’s purposeful approach to incentive travel.

Featured Events

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

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.