Karen Sauder

"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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If you didn't catch our Gen AI expert panel live - do yourself a favor and watch the webinar recording with a nice cup of coffee today! It was an absolutely dynamic discussion among Adobe's Chris Duffey, Estee Lauder Companies' Jennifer Lee, NYU's Nicole Alexander and Ipsos' own Kristy Click. Don't miss out on these epic insights - and check out our "Gen AI In Action" solutions toolkit! #insightstoactivate

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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🔮 What’s Ahead for 2025? The future of the digital, marketing, and creative industries is taking shape. Cella's 2025 Predictions explores the trends, challenges and opportunities you need to know to stay ahead. This mini eBook guides you to navigating what’s next, from AI advancements to talent strategies and emerging technologies. Read on to learn more! bit.ly/4iSq7FJ #2025Predictions #MarketingTrends #Cella #RandstadDigital

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Business relies on creativity and innovation to serve customers and compete. Dive in to our new issue of What the Future: Creativity to learn how artificial intelligence is changing both ends of that equation. https://lnkd.in/evZ9HZBW

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At Intuit Mailchimp Mailchimp, we are obsessed with helping our customers link their marketing efforts to the most impactful results. Today, making strategic tradeoffs is more challenging than ever. Grateful to MarketingWeek for an insightful discussion on optimizing marketing investments, enhancing profitability, and navigating the balance between short and long-term growth. #Marketing #Investments #Profitability #Growth

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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Inspiring thoughts from Roy Armale accelerating our WPP #AI product offering. The "Hidden WHY" reflecting our human behavior matters a lot in Marketing, and I can't agree more with this point of view and the importance of harnessing the power of both #human and #AI to enhance customer experience with #empathy. Our expertise in #BehaviorScience blended with our advanced #AI and #MarTech capabilities put us in the best position to help our clients in their transformation. #Marketingtransformation #DigitalTransformation #Data cc Rory Sutherland Paolo Mercado Christopher Brewer Daniel Beach Chris Mitchell Genevieve Tan 陈慧琳 Live With AI

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Here's how to unlock growth by overcoming common digital transformation pitfalls. My Prophet colleague Kristen Groh spells out the keys to success. https://prophet.smh.re/79Y

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A “great” workplace includes three experience drivers: “beauty,” “welcoming,” and “inspires new thinking.” Design matters. Uniqueness matters as well. An “exceptional” workplace differentiates by including unique factors both in and out of the office. https://hubs.ly/Q02xmT4z0

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Is it time to evolve how we measure impact? Continuous Performance Indicators (CPIs) could be key to shaping what’s next. This paper explores how CPIs empower organizations to adapt and thrive in a rapidly changing landscape. This white paper is now live on the PM360 website. Check it out here:    https://lnkd.in/ezRcGcjm ConcentricLife PM360 Magazine

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On this episode of \#CultureConnect, explore careers in insights with a panel of experts from top brands, who have helped bring important perspectives and innovations to market, while amplifying diverse voices and experiences. \#advertisingresearch \#advertising \#the_ARF \#diversity \#insights \#inclusion

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Everyone has a bad day. For me, its the consistent poor behavior, especially from those in leadership, that really boils my blood. Interesting study into rude behavior and how managers view those who their colleagues view as rude. "Given the central role leaders play as decision makers in the workplace, it’s critical that they assess employee behavior fairly and accurately. To our dismay, our study discovered a tendency on the part of managers to blame employees for the mistreatment they experience. For those leaders responsible for evaluating others at work, we hope our research reminds you to be more judicious." Your words matter. Your tone matters. And if you're a leader, maybe take a moment to evaluate the behaviors and culture on your teams. Its been proven time and time again, toxic cultures are one of the top reasons people seek new opportunities. And rude behavior, or lack of repercussions for such behavior, only fuels toxicity in the workplace. #hbr #leadership #workplaceculture

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Since the beginning of time, leaders have told stories to help people adjust to change. Stories shape perceptions and can provoke a shared, common response to circumstances. Stories can help people muster courage and imagination to tackle difficult challenges. Here’s an example. https://ow.ly/OgmR30sFVJQ

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Dive into Verizon's Q1 Earnings & 5G Future! 🚀 Wireless growth vs. declining EPS. What's next? Can Verizon turn the tide? Discover the insights & risks of Verizon's 5G gamble. READ MORE 👉 https://lnkd.in/g5MbfNjm $VZ #Verizon #5G #TechInvesting

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📊 In the fast-paced marketing world, blending data with creativity can feel like a balancing act. Are you navigating this journey, too? You’re not alone. Cella's latest read explores how data-driven decision-making is transforming the way we approach marketing and creativity. Discover insights on striking the perfect harmony between numbers and innovation to drive impactful results. ✨ https://lnkd.in/ejJiS9mH #MarketingStrategy #Cella #RandstadDigital

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We recently had the privilege of interviewing Opella CMO Claudine Patel on our podcast. This story in particular hit me hard. Early in her career at Coca-Cola, she was determined to launch a big, iconic billboard advertising campaign. Armed with every data point imaginable, she fought for her idea, convinced it would be a success. Her boss was skeptical, but Claudine pushed forward... The result? A costly flop. The billboard was so high in the air that pedestrians simply walked by without looking up. It was a hard lesson: data alone isn't enough. You need real-world observations too. But what struck me most was her boss's reaction. Instead of reprimanding her, he acknowledged the mistake but praised her for the learning opportunity it provided. This gave her the confidence to be bolder in her future endeavors and inspired her to give her teams the same gift—the freedom to take calculated risks and learn from them. At OpenFortune 🥠 we strongly believe in the same mantra: Growth often comes from our failures, not just our successes. But to fail, you need to be bold. Like Claudine says at the end of the clip, "You become more brave with permission." ps - nothing better than getting to do these pods live. s/o to ADWEEK and Brandweek for bringing us all together 🫡 (full ep link in comments)

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