Marketing Sustainability: A Purpose-led Approach
About This Course
This course will equip individuals with competencies in embedding social purpose in their marketing strategy aligned with brand values, integrating corporate social responsibility and sustainability throughout the marketing mix, mitigating risks of social washing, collaborating with partners to maximize social impact, and measuring marketing effectiveness.
The programme will focus on:
• Rationale, Evidence and Desired Outcomes of Purpose-led Marketing
• Developing a Social Purpose Marketing Strategy by identifying a set of social or environmental needs to which the brand can make a meaningful contribution.
• Integrating Social Responsibility and Environmental Sustainability in the Marketing Mix Development and Execution
• Social Washing and Green Washing – Avoidance and Risk Mitigation
• Building and Leveraging the Social Purpose Eco-system – Collaboration with Other Brands, Partners, NGOs, Non-for-Profits and Government – to deliver maximum social and environmental impact.
• Framework for Assessing and Measuring the Impact of Purpose-led Marketing on the Organization and Brand
Through the programme, participants will explore the critical issues of how we:
• Centre our marketing strategy and engagement around social and environmental causes and initiatives that align with our purpose and values and benefits multiple stakeholders.
• Integrate social responsibility and environmental sustainability in our marketing mix strategy development and execution.
• Build and leverage the partner eco-system to deliver the desired social and environmental outcomes on a sustainable basis.
• Assess and measure the impact of our purpose-led marketing effort on our organization, brand, customers, communities, and the environment.
What You'll Learn
Companies and brands must strive to deliver value in an ethical, socially responsible, and environmentally sustainable manner given that consumers, governments, environmental and social activist groups are increasingly demanding that brands embed purpose in their entire marketing value chain from product design and development to packaging and distribution. Transparency and authenticity supported by a clear purpose-led brand narrative and commitment will enable brands to build long term resilience and brand love.
Evidently, purpose-led brands benefit from price leadership, stronger brand equity, advocacy, and loyalty. And, as environmental, social and governance (ESG) standards rise across industries, purpose-led marketing is essential for differentiation, driving preference, and building customer loyalty.
This course provides a framework for brands to authentically articulate a purpose-led brand narrative for long-term resilience and brand love. Delivered over 2 days, this programme, validated by both global and Asian examples, will unpack what it means to pursue purpose-led marketing to better differentiate oneself from competition and achieve profitable and sustainable growth.
Entry Requirements
General profile: Senior marketers and business leaders who lead the marketing and ESG function, or general managers whom marketing leaders report to