GAINESVILLE, Fla., February 22, 2019 (ana.net) – This week in the advertising world, social and environmental changes are being highlighted in a positive light. Based on the ANA magazine, this week’s topics centered around gender equality; driving hopeful social change from the Ad Council’s president and CEO; and sustainability efforts within large companies. Jodi Harris, Vice President of Marketing Culture and Learning at Anheuser-Busch, is making strong endeavors for social change in her traditional and male-dominated industry. According to the article, she believes society is always evolving and marketing should speed up the pace to help shape society. In order to achieve her goal, Jodi began “Women In Beer” within her company; this new vision was initiated by Anheuser-Busch’s in-house agency, and it is creating a new vibe of cultural inclusion and respect for women. Moving on, Lisa Sherman, Ad Council’s president and CEO, is also promoting social changes and has been since 2014. In the article Purposeful People Series: Lisa addresses a few questions on a variety of subjects, such as effective purpose-based campaigns. According to Lisa, brands’ are becoming more aware of purpose-driven marketing and has become a vital key to their company, and many want to partner with the Ad Council to tackle issues. Lastly, huge companies such as, Ikea, P&G, Kimberly-Clark and Siemens are making moves to develop a success sustainability program within their companies. Based on the article, these companies along with a rising number of other brands are upping their games towards the environmental watchdogs, environmentally conscious consumers and to their companies themselves. They are thinking ahead to long-term growth, since it requires a large amount time, effort, resources and patience to obtain a sustainable program running.
To continue, the article expert advice into how a company can design a successful sustainability program for themselves, and provides key takeaways. "Marketing is in a state of disruption, and people expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that’s good for growth.“ says Marc Pritchard, chief brand officer at P&G. This emphasizes the importance of what marketing towards green efforts can do for brands.Here is the step-by-step process to move forward with a successful sustainability program: 1) Tie It to Your Brand Purpose 2) Find Your Partners – and Activate Your Suppliers 3) Get Senior-Level Buy-In 4) Energize the Internal Culture 5) Share Your Successes Honestly.
A major insight in this article is the fact that large corporations such as, P&G and IKEA are making efforts to become more environmentally friendly – not just for selfish reasons like, to make them look better, but because they care to develop long-term growth for the planet. It sets a good example for other companies to follow the trend and making our planet cleaner.
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