Brand Purpose/Brands for Humans
Businesses and brands only succeed when society succeeds, but marketers must also demonstrate rightful empathy around the issues.
This begins by shifting from B2B and B2C toward B4H – Brands for Humans – and embracing a purpose statement focused on maximum market impact.
The Challenge
Having a reason to exist beyond turning a profit is not a novel concept for most brands, but brand purpose has grown in significance and quickly become marketing's new North Star, inspiring brand growth and serving to unite and guide entire organizations.
The ANA’s Response
Through the ANA Community for Purpose, Humanity, and Ethics, the ANA has taken steps to facilitate social responsibility, help brands discover their purpose, and provide marketers with best practices for more ethical marketing.
Latest Content
Articles, insights, research, and more to advance your marketing and advertising.
Beyond Profit Podcast
The Importance of a Brand Purpose Creative Brief
In this episode of Beyond Profit, purpose and brand marketing expert Hope Freedman joins host Ken Beaulieu to provide her perspective on the brand purpose creative brief and how it can make a positive difference in marketing and advertising.
ASK Answers
Brands and Mental Health
How can brands support consumer and employee mental health and wellness?
Knowledge Partners
Reassessing Purpose as Society’s Expectations for Business Rise
The Internationalist and ANA’s Center for Brand Purpose conducted a survey in February 2024 that asked respondents ten questions about their sentiments on the evolution of purpose in a tumultuous year. These results help shape action taken as part of the Marketing Makes a World of Difference initiative.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- Best Practices for Effective Multicultural Marketing Campaigns (Half Day)
- Best Practices for Effective Multicultural Marketing Campaigns (Virtual)
- Developing an Effective Multicultural Marketing Strategy (Half Day)
Committees
Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.
A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.
- Nonprofit Organizations Committee
- Brand Purpose — Growth for Good
- Customer Experience Committee
- Email Excellence Center Committee