What is purpose marketing and what is the role of purpose in marketing? How do you make sure you’re being honest in your marketing? And how do you build up the courage to pursue purpose in your organization? Hear all about it from two marketeers who were at the forefront of the world’s largest children’s food brand.

You will learn:

• How to build bravery to pursue purposeful marketing
• ROI of being a purpose-first organization
• How to plan your organization’s internal transformation towards purpose

You will hear from:

1. Mariana Rodriguez, Brand and Digital Director for EMEA at Whirlpool
2. Patricia Oliva, General Manager of Specialized Nutrition at Danone
3. Shad Raouf, Show Host.

3 Key Takeaways

It is normal to have skepticism about whether purpose-focused marketing will bring value to a business. Purposeful transformation requires courageous action. However, the more purpose is ingrained in all aspects of the brand strategy – the more buy-in you will likely have from stakeholders.

You need to be brave to do purposeful work. It requires bravery to go against the grain of thought and offer an unconsidered perspective to a perhaps unwilling crowd.

To avoid purpose-washing and put out authentic marketing campaigns, organizations must pledge to do something that goes beyond affecting the business’s bottom line.

Profit is necessary, but so are purpose and impact. How do we run purpose-driven organizations that allow us to also succeed financially and make a profit? In this episode, we discuss how to move from a profit-first system to a purpose-first system and collectively transform our economy into a wellbeing machine. 

There is nothing that predestined Jane Goodall to make scientific breakthroughs, except love. She didn’t have money, she didn’t have a college education, but she had fierce empathy. In this episode, we invited Galitt Kenan, Director of The Jane Goodall Institute France, to discuss how heart-centered leadership really works and why it works while chatting about how to do wildlife conservation the right way.

All mission statements seem to sound the same, don’t they? In this episode, Cari E. Guittard from Purposewerx and Joyshree Reinelt from Innate Motion discuss how to scale purpose in a way that’s relevant and responsive to changes in the marketplace. We explore how to make creating a purpose more than just a check-the-box exercise but an integral part of your business strategy and how you conduct business day-to-day.

In the latest episode of the “Business in the Age of Empathy” Podcast we spoke to Alexia Michiels, Managing Partner at The Resilience Institute, about the return of resilience.

Alexia takes us through her learning that resilience needs to be cultivated on a daily basis using all our resources: body, heart, mind, and spirit. She shares her journey with Innate Motion partner Muriel Soupart and our host Shad Raouf.

Rupen Desai and Subodh Deshpande discuss how to build brands with a conscience. Do brands really have a conscience? Well, if they shouldn’t then now is the time for that to change. On today’s show, we discuss the ins and outs of how brands can be a tool of leadership and drivers of change rather than merely aesthetic or romantic. We explore how brands can come alive by radically changing a company’s business model.

We spoke to April Adams-Redmond, Global Brand VP at Unilever, about Fixing the Broken Food System.

April lives her purpose as a driver of bold actions to fix the broken food system and is one of the visionaries behind the Future 50 Foods report developed in conjunction with WWF. She shares her journey in business and her passions with our host Shad Raouf.

In this episode, WhatIf  Foods CEO  Christophe Langwallner and Head of Public Relations, Fanny Perdu, and Innate Motion’s Subodh Deshpande share how there is a dire need to go beyond sustainability to replenish what is empty. We can bring back life to the land, to the communities, to the farmers, to our bodies by changing what we eat. Ultimately, there will be no impact if we don’t take action. Our world cannot survive on rosy hope anymore.

In “Building Bonds for a Regenerative Future, Benoit Greindl, founder and CEO of the Regenerative Alliance and Muriel Soupart, Business Humanizer and partner at Innate Motion, share how to accelerate our transition to a more regenerative economy by strengthening our bonds with self, others and nature. They reflect on the importance of surrounding yourself with other believers and the role of empathy in moving from ego to eco mindsets.

This episode invites Joyshree Reinelt from Innate Motion and Miriam Sibide, Mission Officer and Founder of Brands on a Mission. Hosted by Shad Raouf.

This episode invites Emily Klooster, marketing director at the LiveKindly Co and Femke van Loon, Chief Growth Officer of Innate Motion. Hosted by Shad Raouf.

This episode invites Molly Harriss Olson, CEO of Fairtrade Australia & New Zealand, Nicholas Lambert, Director of Fairtrade Belgium and Christophe Fauconnier, Chairman of Innate Motion.

This episode invites Molly Harriss Olson, CEO of Fairtrade Australia & New Zealand, Nicholas Lambert, Director of Fairtrade Belgium and Christophe Fauconnier, Chairman of Innate Motion.

In the 6th episode of “Business in the Age of Empathy” we chatted to Steve Butterworth, CEO at Neighbourly and John McNeel from in/PACT. Neighbourly and in/PACT have been closely connected with Innate Motion through investment and advisory, combining skills and experience to jointly create platforms and solutions.