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.
Marketing News
Novartis to Promote Breast Cancer Screening in Super Bowl Ad
A new ad by drug company Novartis premiering during this year's Super Bowl stresses the importance of early and regular breast cancer screenings. The spot, titled "Your Attention, Please," brings together women of different ages and backgrounds to spread the word.
Pulse
A Conversation with The John F. Kennedy Center for the Performing Arts’ Kimberly J. Cooper
In advance of her keynote presentation at the 2025 ANA Nonprofit Conference, the ANA Nonprofit Federation caught up with Kimberly J. Cooper, SVP of marketing for The John F. Kennedy Center for the Performing Arts, about her career journey, how she approaches shepherding an iconic brand into the future, and managing the challenges performing arts nonprofits face.
Pulse
These Three Brands Make Positive Change for Disability Rights
Today’s generations, like gen Z and millennials, are proven to favor brands that are committed to creating positive impacts for society. To connect with these generations, brands are exploring new ways in which they can use their campaigns for good. One sector of society in need of inclusion and support from brands is people with disabilities.
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)
Webinars
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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 Committee
- Customer Experience Committee
- Email Excellence Center Committee