Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.

In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.

In this episode, you'll learn:

• All About Light + Fit’s ‘The Comeback’ program
• What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs

Key Highlights

• [01:35] Surbhi’s career path
• [03:20] What is a B corp?
• [04:25] What Surbhi's role entails
• [05:16] Light + Fit’s The Comeback program
• [06:47] Origination of the program
• [08:11] Partnership with Women Back to Work
• [10:10] Previous partnership with Dress for Success
• [13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing
• [19:32] An experience that defines Surbhi
• [23:06] Surbhi’s advice to her younger self
• [23:41] What Surbhi as a marketer is learning more about
• [26:10] Books Surbhi is reading now
• [30:13] The biggest opportunity or threat for marketers today

Resources Mentioned:

• Danone North America
• B-Corp
• Light+Fit Brand
• The Comeback Returning to Work Program
• Women Back to Work – organization helping to design the program
• Dress for Success Support through new flavors
• Two Good brand – equal parts go to people in need when purchased
• Sustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today

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