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.
Session Videos
Big Change Starts Small: Activating Purpose Across Communities
In this video, learn about several purpose initiatives at Mailchimp that support small businesses and diverse entrepreneurs.
Session Videos
Driving Purpose as a Core Business Strategy
In this video, Deloitte shared findings from a survey of C-suite leaders on the challenges and opportunities they face related to purpose.
Event Recaps
Driving Purpose as a Core Business Strategy
Deloitte shared findings from a survey of C-suite leaders on the challenges and opportunities they face related to purpose.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
Industry Conferences
| August 8th |
2022 ANA Nonprofit Federation Summer Conference presented by MissionWired (Hybrid) Chicago, IL |
Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Full Day)
- The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Half Day)
- The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual Open Enrollment)
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.
- Nonprofit Organizations Committee
- Brand Purpose — Growth for Good
- Customer Experience Committee
- Email Excellence Center Committee