Brand Purpose and Sustainability

The intersection of a brand’s core consumer strategy with societal well-being is becoming crucial for the development of brand growth in this new, purpose-driven ecosystem.

The ANA offers education, guidance, and leadership to help drive purposeful marketing, facilitate social responsibility and environmental sustainability, and provide marketers easy-to-understand pathways for leveraging this critical platform for growth.

The Challenge

Having a reason to exist beyond turning a profit is not a novel concept for most brands, but brand purpose is growing in significance and has become a foundation for long-term business success. It is, in a sense, marketing’s new North Star. It inspires brand growth and serves to unite and guide entire organizations.

The ANA’s Response

The ANA Center for Brand Purpose, in partnership with the ANA Nonprofit Federation, provides access to the information nonprofit organizations need to advance responsible data-driven fundraising and marketing and helps brands discover and activate their purpose through playbooks, articles, training workshops, events, and a podcast series.

Featured Content

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

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.