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SXSW 2021

Purpose-washing: Taking True Action

Globally, 94% of consumers said it is important that the companies they engage with have a strong purpose and will even avoid shopping from those who do not. And so, brands are scrambling to get on the bandwagon with strategies, campaigns and mission statements that create deeper meaning and purpose that appeals to the value-based shopper. But is it always authentic? In this panel, the thought leaders behind global, mission-driven brands, who historically have used their companies as a force for good will tackle the topic of “purpose-washing” and share their visions for what taking true action looks like and how businesses, small and large, alongside consumers, can each take steps to build and support authentic brands.

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Takeaways

  1. What being a mission-based brand means today to businesses and consumers.
  2. How to identify companies who are claiming corporate responsibility versus those who are purpose-washing.
  3. Steps to becoming a brand that is value-base, how to hone in on your true purpose as a brand and how to shop your values as a consumer.

Speakers

  • Hilary Lloyd, Vice President Marketing & Responsibility, North America, The Body Shop
  • Sean Greenwood, Grand Poobah of Public Relations, Ben & Jerry’s
  • Joe Kenner, President and CEO, Greyston

Organizer

Lisa Guastella, Senior Director, Jennifer Bett Communications

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