How Purposeful Brands Make a Difference in Society

WELCOME REMARKS

Ken Beaulieu

Director ANA Center for Brand Purpose

DON’T BUY THIS JACKET, PART II: WHAT’S NEXT FOR PATAGONIA

Patagonia has changed its purpose statement to: “We’re in business to save our home planet.” What does that mean, especially for a company in business to sell clothes? How does this stated purpose influence the company’s relationship to its customers? Vincent Stanley, co-author of The Responsible Company, will share Patagonia’s next steps, and touch on how the company redefines responsible business in a time of ongoing social and ecological crisis.

Vincent Stanley

Director of Philosophy Patagonia

BEN & JERRY'S: WHERE SOCIAL JUSTICE IS A KEY INGREDIENT

Ben & Jerry’s does not get involved with every cause, but when it targets an issue, it goes deep. That has certainly been the case on racial justice, democracy, and climate change. How did a Vermont-based ice cream company get so savvy on social justice? They did the work. And your organization can, too. Chris Miller, head of global activism strategy at Ben & Jerry’s, will describe his unique role of blending social action into this iconic company's day-to-day operations and lessons learned along the way.

Chris Miller

Head of Global Activism Strategy Ben & Jerry's

HOW SUSTAINABILITY DRIVES OWENS CORNING’S PURPOSE

Sustainability is a powerful framework to understand, account for, and maximize. Owens Corning’s purpose — “Our people and products make the world a better place” — becomes real in its aspiration to be a net-positive company, where its positive impact (handprint) far exceeds its negative impact (footprint). As Owens Corning embarks on a third set of long-terms goals, the company has aligned these goals to not only achieve its aspiration but ensure it becomes the company the world needs it to be. In this session, learn how sustainability guides Owens Corning’s approach to business along with its stakeholder-facing aspiration to double the positive impact of its products, halve the negative impact of its operations, eliminate injuries, improve the quality of life for its employees and their families, advance inclusion and diversity, and have a positive impact on its communities.

Frank O’Brien-Bernini

VP and Chief Sustainability Officer Owens Corning

HARRY’S: GETTING MORE MEN ACCESS TO MENTAL HEALTH CARE

Every year, the shaving and personal care company Harry’s donates 1 percent of its sales to charitable organizations that share its ambition to bring quality mental health care to men everywhere. Leading the charge is Maggie Hureau, the company’s head of social impact. The work has never been more relevant because the COVID pandemic has magnified an epidemic-level mental health crisis. A veteran of the business and nonprofit worlds, Hureau will share insights from a career spent at the intersection of cause and commerce.

Maggie Hureau

Head of Social Impact Harry's Inc

STANLEY BLACK & DECKER: BUILT FOR PURPOSE

For 177 years, Stanley Black & Decker has been “For Those Who Make The World” — the builders, protectors, caregivers, and those out on the front lines doing the hard work, day after day, to make the world a better place and keep society moving forward. But it was just four years ago when the company set out to excavate the “why” of the organization to empower its people, customers, and communities. The result: An articulated purpose that has been activated across the organization and is being integrated into the strategy, mission, values, social responsibility goals, and leadership principles of the company. This cultural foundation, rooted in purpose, proved to be the cornerstone and North Star for enabling the organization to successfully operate during the pandemic.

Shannon Lapierre

VP of Communication and Chief Communication Officer Stanley Black & Decker

CLOSING REMARKS

Ken Beaulieu

Director ANA Center for Brand Purpose