SXSW 2022

Fight Distraction with the Power of Purpose


Social media continues to evolve, and as a consequence, marketers believe there will be a focus on brands living up to and communicating their mission, values, and purpose-driven actions online. People are looking past the surface-level product and price, basing decisions more on how brands impact the world through their bigger purpose. COVID-19 has further underscored this importance and impacted brand strategy while highlighting the necessity of social responsibility for many brands. This panel explores the challenges of purpose-driven marketing and examines how the pandemic has influenced the resurgence of diversity and inclusion and other pertinent social issues. Along the way, you’ll learn about best practices and get a behind-the-scenes look at how brands navigate crisis moments.

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  1. Illuminate how brands effectively respond to crises on social media, identifying shifts brands must make internally and externally to show up.
  2. Outline best practices, considerations, actions to avoid, and the future of purpose-driven social marketing.
  3. Detail the internal conversations and external pressures that move brands to take a stance on social and political issues.


  • Spike Jones, General Manager, Strategic Services, Khoros
  • Giovanna Dimperio, Director of Digital Marketing, H-E-B


Max Lillard, Marketing Associate, Khoros

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2 Tech Industry
  • Level: Beginner

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