How Purposeful Brands Make a Difference in Society

Taking a stand on social issues is not a fad — it’s the new norm. Eighty-three percent of American executives feel an urgency for businesses to find solutions to today’s pressing problems, from racial equality and climate change to sexual harassment and internet security, according to a survey by Porter Novelli. In fact, consumers say that a brand’s association with a social cause or platform positively impacts their overall impression of a brand.

At this virtual half-day members-only conference, presented by the ANA Center for Brand Purpose and Engage for Good, hear how leading brands are playing a proper role in society in an authentic, meaningful and oft-courageous way and embracing the rules of “doing good business” to better connect with consumers’ passions and values. You will learn why purpose-driven brands have a competitive advantage and are more likely to have more loyal customers and employees than organizations that are not purposeful.

All attendees of this conference will receive a complimentary copy of Activating a Purpose Program, the latest playbook from the ANA Center for Brand Purpose. Learn the secrets for making purpose a driving force for growth from today’s leading marketers.

Co-Hosts

Ken Beaulieu
Director
ANA Center for Brand Purpose 

David Hessekiel
President
Engage for Good

when

Start: Wednesday, March 17, 2021 at 11:00am

End: Wednesday, March 17, 2021 at 2:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $0 Platinum Tier $49 Gold Tier $99 Silver Tier $149 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, March 17, 2021
11:00am
- 11:05am

WELCOME REMARKS

Ken Beaulieu
Director ANA Center for Brand Purpose
David Hessekiel
President Engage for Good
11:05am
- 11:40am

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
11:40am
- 12:15pm

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
12:15pm
- 12:50pm

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
12:50pm
- 1:25pm

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
1:25pm
- 2:00pm

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
2:00pm
- 2:05pm

CLOSING REMARKS

Ken Beaulieu
Director ANA Center for Brand Purpose
David Hessekiel
President Engage for Good

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.