Brand Purpose - Growth for Good

Introductions (11:00 – 11:15 a.m. ET)

Roundtable Discussion (11:15 – 11:35 a.m. ET)

I. Accelerating Growth with a Responsible Marketing Mindset (11:35 – 12:15 p.m. ET)
In an economic climate where CMOs must prioritize delivering more business impact with fewer resources, adopting a Responsible Marketing mindset isn't just the right thing; it's the smart thing.
In this session from CMO Advisor & Inclusive Marketing Strategist Lola Bakare, you'll learn:
• How to hone in on responsible marketing opportunities that supercharge business growth because of their authenticity.
• What every CMO can learn from the brand leaders who've gone all in on taking a stand and making it count.
• How to center Responsible Marketing in your strategy without the deep pockets of a Fortune 10.
• Why deepening trust is imperative and how the right partnerships can be your way in.

Speaker: Lola Bakare, CMO Advisor & Inclusive Marketing Strategist, be/co

II. Building a Roadmap to Creating the Social Purpose Economy in Canada (12:15 – 12:55 p.m.ET)
For the last five years the United Way BC’s Social Purpose Institute (UWBC SPI) has worked closely with over 50 businesses, 155 business leaders across multiple sectors to help them pivot to purpose. With step-by-step roadmap businesses are lead through a process that helps them uncover their social purpose, and embed it throughout their value chain, while building valuable peer networks to support their journey.
In 2022 Corporate Knight’s first ever ranking of social purpose business in Canada ranked 34 businesses on their implementation of purpose with seven of the top-ranking businesses having come through UWBC SPI programs.
In this session, Tessa Vanderkop, Social Purpose Strategist will share:
• How and why SPI is helping to grow the social purpose economy in Canada.
• Insights on trends, barriers, and opportunities for social purpose business as they mature.
• Key trends on the larger social purpose movement in Canada

Speaker: Tessa Vanderkop, Social Purpose Strategist, United Way BC Social Purpose Institute (SPI)

SPEAKER BIOS
 
Lola Bakare, CMO Advisor & Inclusive Marketing Strategist, be/co
Lola Bakare is an Anthem Award-Winning Inclusive Marketing Strategist, creator of the #responsiblemarketing movement, advisory board member at Sparks & Honey, and founder of be/co, a boutique consultancy that empowers brands and marketing leaders with strategic guidance, coaching, training, and workshops that unleash new levels of success. With a wealth of experience on the frontlines of marketing leadership at The Daily Dot, PepsiCo, New World Pasta, Diageo, and Dell (for world-class brands including Gatorade, Ronzoni, and Smirnoff), Lola’s uniquely empathetic approach comes from her deeply nuanced understanding of the unique challenges marketing leaders face across industries.
She was recently named one of fifteen 2022 LinkedIn Top Voices in Marketing & Advertising and a Forbes CMO Network contributor. Her writing and commentary can be found in major publications, including Adweek, Harvard Business Review, Marketing Brew, & Business Insider, where she is recognized as one of thirteen Top Consultants and Experts helping advertisers with diversity. Her first book “Responsible Marketing: How To Create An Authentic & Inclusive Marketing Strategy", is in the works with Kogan Page for an expected 2024 release.



Tessa Vanderkop, Social Purpose Strategist, United Way BC Social Purpose Institute (SPI)
Tessa is the Social Purpose Strategist at United Way BC Social Purpose Institute where she works closely with businesses to help them uncover and define their authentic social purpose and embed it across internal and external stakeholders and operations and build values aligned collaborations.
The SPI has worked with 155 business leaders and over 50 businesses across sectors to support their transition to social purpose. She is also  on the steering committee of the Canadian Purpose Economy Project helping to build the broader social purpose economy in Canada. In her spare time she is VP of Elephanatics, a Vancouver based organization helping to lead the elephant  ivory-free Canada campaign in Canada.