COUNTDOWN TO GENERAL SESSION

WELCOME REMARKS & HOUSEKEEPING

Ken Beaulieu

EVP, Brands for Humanity Coalition ANA

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

KEYNOTE: WHAT’S NEXT FOR PATAGONIA?

Last September, Yvon Chouinard, founder of the outdoor clothing and gear retailer Patagonia, gave all the stock in the company to a trust and a nonprofit. In an open letter on the company’s website, he said Patagonia is dedicated to fighting the environmental crisis and defending nature. In this session, Vincent Stanley, director of philosophy at Patagonia and coauthor with Chouinard of The Responsible Company, will discuss the change in ownership from the Chouinard family to the “Earth as sole shareholder.” He will also talk about Patagonia’s noble purpose statement — “We’re in the business to save our home planet” — and address what the company views as its biggest challenges and key projects for the coming decade.

Vincent Stanley

Director of Philosophy Patagonia

BEYOND ANTI-WOKE RHETORIC: THE CHANGING ROLE OF BUSINESS IN SOCIETY

Edelman Trust Barometer research reveals that the perceived role of business in society is changing. On average, across the 14 countries surveyed, 65 percent of respondents acknowledged the change and linked it back to people’s increasing expectations that companies actively engage in addressing social and political issues. Furthermore, the data indicate that these expectations for societal engagement are unlikely to fade even as the job market tightens and a recession looms. Thus, rather than looking for ways to avoid becoming engaged in addressing thorny societal issues, brands would be better served by more fully understanding the true nature and scope of people’s expectations. To that end, this session will deliver insights to help you successfully navigate the growing multistakeholder-oriented expectations people have of business in ways that will position your brand for long-term success.

David M. Bersoff

Ph.D., EVP, Head of Research Edelman Trust Institute

THE POWER OF PURPOSE: STORYTELLING FOR IMPACT

In today’s marketplace, whether you work for a for-profit or nonprofit organization, purpose is power. Consumers expect it. Employees demand it. And the world needs to see it put into action to drive real change. ALSAC, the fundraising and awareness organization for the iconic St. Jude Children’s Research Hospital, has proven that purpose can be a differentiator in your success or failure, depending on how you are able to identify it, articulate it, and deliver it in relevant and authentic ways to your audiences. For St. Jude, storytelling with impact has inspired millions to help children worldwide, including powerful partnerships that drive reach, reputation, recruitment, retention, and revenue that can be invested for real change. Emily Callahan, chief marketing and experience officer at ALSAC, will share best practices for how your brand can harness the power of storytelling to drive real impact and results.

Emily Callahan

Chief Marketing and Experience Officer ALSAC

FIRESIDE CHAT: HOW MASTERCARD HELPS MAIN STREET THRIVE

Mastercard is committed to creating a world with a digital economy that works for everyone and in support of that has invested $500 million to help close the racial wealth and opportunity gap for Black communities and businesses across America. Specifically, Black women business owners are vital to our economy yet continue to combat systemic inequalities and hurdles others don’t face. To address this, Mastercard launched the Strivers Initiative, a consumer-facing platform, to elevate and empower Black women small businesses with the digital tools, funding, mentorship and network needed to thrive. During this conversation, Nicki Grant, SVP, Consumer Marketing at Mastercard, will discuss the company’s dedication and approach to supporting Black women small business owners through innovative platforms, programs, and partnerships to help grow their businesses and inspire the next generation of Black women entrepreneurs.

Nicola Grant

Senior Vice President, Consumer Marketing, NA Mastercard

TRANSFORMING AN ICONIC SPORT INTO A FORCE FOR GOOD

The National Football League is arguably one of the most recognized brands in the world. With such an immense platform comes great responsibility. How can the NFL leverage that platform for good and truly make a tangible impact in communities across America? In this session, Marissa Solis, SVP of global brand and consumer marketing, will share the NFL’s transformation journey to inspire positive change. From the league’s social responsibility efforts to its renewed focus on diversity and inclusion, learn how we can truly become an unstoppable force by coming together as one to make a difference. #ItTakesAllofUs

Marissa Solis

SVP, Global Brand and Consumer Marketing NFL

THE CO-CREATION GENERATION: DRIVING SUSTAINABLE BEHAVIOR CHANGE

Brands are realizing that the production and waste of packaging is a significant problem, one that will only grow worse without substantial changes. Evaluating how packaging is produced, used, and disposed of across the supply chain is critical to driving behavior change and reducing its impact on the planet. In this session, hear how brand leaders can tap into the power of purpose-led packaging co-creation to effectively drive sustainable change while accelerating sales and marketing ROI. You will also learn which local and global brands are leading the way as forces for good in packaging.

Jose “Pepe” Gorbea

Global Head of Brands and Sustainability Innovation HP

PLACING PURPOSE AT THE HEART OF THE BUSINESS

Now celebrating its 70th year, Denny’s has always strived to be a workplace filled with purpose and values. In this presentation, learn how the classic American diner rediscovered its purpose and the ways in which the brand activates purpose deeply throughout the organization, impacting areas such as philanthropic partnerships, disaster relief, DEI efforts, and, ultimately, driving team member engagement and overall brand rejuvenation.

John Dillon

President Denny's Inc

CLOSING REMARKS

Ken Beaulieu

EVP, Brands for Humanity Coalition ANA

COUNTDOWN TO GENERAL SESSION

WELCOME REMARKS & HOUSEKEEPING

Ken Beaulieu

EVP, Brands for Humanity Coalition ANA

FIRESIDE CHAT: HOW APOLO OHNO FOUND PURPOSE IN LIFE

No U.S. Winter Olympian has won more medals than Apolo Ohno. In three Olympic Games, the world-renowned short track speed skater took home two gold, two silver, and four bronze medals. But upon retiring from the sport, as he relates in his book Hard Pivot, he felt adrift and unsure of himself. That changed when he realized that he could tap into his treasure trove of experiences and life’s lessons to help him and others find greater purpose, wisdom, and joy. In this fireside chat, the U.S. Olympic Hall of Famer talks about the price of glory, how he overcame the challenges he faced after hanging up his skates, and why people (and brands) seeking a higher purpose can benefit from his “Five Golden Principles.”

Apolo Ohno

U.S. Olympic Hall of Famer and author of Hard Pivot

HUMANIZING TECH: FOR PEOPLE, ABOUT PEOPLE, WITH PEOPLE

Historically, B2C companies have used emotional storytelling in their marketing with great effect, while B2B companies often think about marketing to “clients” versus the people within these organizations. In other words, end users are rarely targeted. As a digital business transformation company, Publicis Sapient shows the positive impact technology can have on people, especially when technology is designed as a force for good. Through the launch of Impact Films, short documentary films directed by Academy Award-winning director Ben Proudfoot, Publicis Sapient is putting real people at the center of technology to showcase how digital can help improve their lives. This presentation aims to break conventional marketing thinking, bridge the divide between B2B and B2C marketing, and disrupt traditional ways of creating case studies and client stories, to the benefit of humanity.

Teresa Barreira

Global Chief Marketing & Communications Officer Publicis Sapient

BUILDING BRAND GROWTH WITH DIVERSE CREATORS

Today, nearly 50 million people consider themselves “creators,” ranging from hobbyists to super-successful professionals. Despite the ubiquity of opportunities, the ongoing disparity in access to support and infrastructure is clear evidence of an inequitable landscape. Yet, the creator economy is here to stay, so how can brands and marketers be part of changing it for the better? A few years ago, eos Products set up internal guidelines for ensuring creator diversity in its marketing, and in this session, CMO Soyoung Kang will walk you through the impressive and measurable results that demonstrate brand and business growth.

Soyoung Kang

Chief Marketing Officer eos Products

SOYLENT’S DRIVE FOR MORE SUSTAINABLE NUTRITION

Soylent, a plant-based food tech company, has made it its mission to make complete, sustainable nutrition accessible, appealing, and affordable to all. The company started with the basic idea that complete nutrition shouldn’t be difficult or expensive, and the brand has become a household name synonymous with meal replacement. The portfolio of products includes complete nutrition shakes, bars, and powders. In this session, CEO Demir Vangelov explains why he never loses sight of the impact Soylent products have on people, its supply chain, and the planet, and he casts a light on the company’s partnerships with nonprofits and the #SoylentForGood program, which has donated nearly six million meals to those who cannot afford healthy food or are food insecure.

Demir Vangelov

CEO Soylent

FIRESIDE CHAT: THE RISE OF THE CHIEF IMPACT OFFICER

Feeling the pressure to pursue impact in their work across the entire stakeholder ecosystem, companies are adding a new role to the C-suite: chief impact officer (CIO). This mission-critical position, with horizontal influence across an organization, is responsible for aligning purpose, mission, vision, and values with cohesion. In this session, get an inside look at the CIO role, learn how it benefits employees, and why it is instrumental to both short- and long-term business success, at a time when consumers expect companies to both act responsibly and make a difference in the world.

Samantha Fennell

Founder & Managing Director Athari Collective

BRANDS’ ROLE IN PREVENTING COMMON SCAMS TO PROTECT CONSUMERS

Ethical marketing to consumers by brands is paramount to ensure brand growth. However, scams against U.S. consumers have reached a crisis level. Many older victims have seen their entire life savings stolen from them, leaving them financially and emotionally devastated. AARP is leading change in how the country responds to the crime of fraud. But it will take all levers in society to bring meaningful change to battle the multi-billion-dollar fraud industry, which tarnishes the reputation of good organizations in the marketplace. AARP’s Kathy Stokes will outline the dramatic impact of consumer fraud, why scams succeed, and what role brands can play in protecting their customers and other consumers from this real and present danger.

Kathy Stokes

Director, Fraud Prevention Programs AARP

CREATING A FRAMEWORK FOR WIN-WIN PARTNERSHIPS BETWEEN NONPROFITS AND CORPORATE AMERICA

Many nonprofits are looking to partner with corporate America to expand their reach, generate revenue, and engage employees in meaningful ways. At the same time, many companies are looking to partner with causes and organizations that are making a positive difference in society because it’s not only the right thing to do, customers and prospective customers expect it. In this session, the V Foundation for Cancer Research, a 30-year-old nonprofit co-founded by ESPN and legendary basketball coach Jim Valvano, will share best practices on building a framework and team to create win-win partnerships for nonprofits, corporate partners, and consumers.

Mary Ellen Curran

Vice President, Business & Sports Partnerships the V Foundation for Cancer Research

HOW AKAMAI REDISCOVERED THE “WHY” OF ITS BUSINESS

Soon after being named EVP and CMO of Akamai Technologies in March 2021, Kim Salem-Jackson realized that the brand was missing its “why” — the reason it exists beyond profit. Working in partnership with Afdhel Aziz, chief purpose officer at the agency Conspiracy of Love, Salem-Jackson introduced a new purpose statement for the company: “We make life better for billions of people, billions of times a day.” In this session, learn about how the tech company hit on its brand’s purpose, the strategies employed to bring leaders and employees along on the journey in an engaging and authentic way, and the unique role marketing plays is activating purpose for all stakeholders to drive growth and profitability.

Kim Salem-Jackson

EVP and CMO Akamai Technologies

CLOSING REMARKS

Ken Beaulieu

EVP, Brands for Humanity Coalition ANA