Beyond Profit Podcast

Beyond Profit Podcast

By Association of National AdvertisersBusinessMarketing
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Beyond Profit Podcast episodes

  • Creating Value By Doing Good

    Is it possible to make money and make a difference? You don’t need to convince Phil White. The cofounder at Grounded World, a social innovation and brand activation agency, believes a well-conceived purpose can enhance profitability over time.

     

    In fact, when he started Grounded in 2018 with Heidi Schoeneck, it was based on the idea that you could have one foot firmly planted in purpose and the other in profit. And as an award-winning B Corp and member of 1% for the Planet, Grounded walks the talk by accelerating impact for clients and the world, including donating 5 percent of its gross revenues to nonprofits every year.

     

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Phil joins host Ken Beaulieu to discuss purpose, sustainability marketing, and driving social impact.

    The Beyond Profit Podcast airs Tuesdays at 10AM EST. For more information about the ANA Podcast Network, visit ana.net/podcasts

    42 min
  • Winning the War for Talent with Purpose

    The competitive race for talent has reached a seminal point in the U.S. No longer is the promise of a good starting salary with benefits and opportunities for advancement enough to satisfy a growing number of job-seekers. Even the expectations of the gainfully employed are higher than ever, causing many businesses to reconsider well-established talent management practices.

     

    While the COVID-19 pandemic forever changed the future of work, employee needs and wants, fueled by a sense of purpose in their lives and careers, have changed dramatically as well. Today’s workforce places a premium on when, where, and how they work; the diversity and inclusiveness of a business; and how it improves lives, local communities, and the world all around.

     

    The fundamental shift in workforce mentality has had a direct impact on the marketing and advertising industry’s ability to attract and retain top-end, diverse talent. And with talent challenges increasing, companies are left scrambling for answers and a way forward.

     

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the critical talent issues at hand with Ashley Miles, founder and CEO of Franklyn West, and Marisa Thalberg, one of only 19 people to be inducted into the Forbes CMO Hall of Fame.

    40 min
  • Inspiring Women to Say “No”

    In 2022, to dismantle the barriers that often stand in the way of women and get them to say “no” more often in life, the PepsiCo brand Pure Leaf Ice Tea launched the “No” Grants program. This difference-making program received more than 10,000 applications and awarded over $200,000 in grants to support women saying “no” in the workplace.

     

    This year, Pure Leaf is doubling its “No” Grants commitment, awarding a total of $400,000 in grants in support of mothers. It’s part of Pure Leaf’s broader three-year pledge to fund partnerships with like-minded organizations and initiatives to inspire women to embrace their version “no.”

    21 min
  • Airbnb.org: Opening Homes in Times of Crisis
    More than 108 million people were forcibly displaced last year as a result of persecution, conflict, violence, human rights violations, or events disturbing public order, according to the UN Refugee Agency. For several years, through its Open Homes initiative, Airbnb has provided hosts with the option to make their property available to people in need of housing on a temporary basis, such as for disaster relief, travel for medical treatment, and refugees seeking asylum.
    Most recently, the company established Airbnb.org, an independent nonprofit, to help with housing and resources in times of crisis. To date, thanks to a global community of hosts, donors, and partner organizations, Airbnb.org has connected nearly 200,000 refugees and asylum seekers to emergency stays, including more than 135,000 refugees from Ukraine and over 34,000 refugees from Afghanistan.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dupé Ajayi, global marketing lead at Airbnb.org, joins host Ken Beaulieu to discuss the organization’s mission, impact, and how it’s using the power of marketing to make a difference.
    30 min
  • Why Companies Should Lead with We
    Simon Mainwaring, founder and CEO of the strategic brand consultancy We First, is convinced that unless there is a seismic shift in the way we do business, one that serves both humanity and the planet, companies will become irrelevant and societies will fail.
    In his book Lead with We: The Business Revolution that Will Save Our Future, he advocates for collaborative engagement — that is, emphasizing the important role that all stakeholders play in solving the challenges of today. In doing so, he argues, companies can create movements that change communities for the better, shape culture, and drive business growth.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mainwaring joins host Ken Beaulieu to discuss the power of co-creation, why companies must take risks, the importance of leading with we, and much more.
    34 min
  • Activating Purpose with Trusted Media Platforms
    So, what defines a purposeful brand? According to a study by The Guardian US, an award-winning online publisher of American and International news, taking meaningful action on a genuine societal need and documenting actual impact are the behaviors consumers want to see from a brand.
    Taking it a step further, the study found that purposeful brands focus on being impactful, helpful, trustworthy, effective, and authentic — the five pillars of a purpose program. Even the media platforms brands use to tell their purpose stories are important to consumers, most notably online and print publications. And the more purposeful an advertiser is perceived to be, the more likely consumers are to take an action, such as sharing a blog post about the brand, following the brand on social media channels, or buying the product or service being advertised.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the findings in more detail, as well as the importance of brand safety, with Joyce Parente, VP of marketing solutions at The Guardian US, and her colleague Alexis Swartz, executive director and head of purpose partnerships.
    20 min
  • The Roadmap to an Ideal Future
    Justin Bean, a leading sustainability strategist, is a “pragmatic optimist.” In a world chock full of negativity, crises, and uncertainties, he envisions a sustainable, abundant, and equitable future with enormous business opportunities.
    Justin’s pension for seeing the sunny side of life is captured in his book What Could Go Right?: Designing Our Ideal Future to Emerge from Continual Crises into a Thriving World. In fact, he argues that society at large is actually in better shape than ever before in human history. So, rather than focus on what could go wrong, he asserts, people should envision an ideal future, where they work peacefully together to meet humanity’s needs despite the many coming disruptions.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Bean joins host Ken Beaulieu to discuss key aspects of his book, including how business can drive exponential, purposeful change.
    41 min
  • Group Incentive Travel for Good
    For years, companies have used group incentive travel to help motivate and reward top-performing employees or business associates. While these fun-filled escapes provide a way for people to unwind and rejuvenate for a job well done, Massachusetts-based HMI Performance Incentives is transforming the experience by integrating corporate social responsibility activities into its programs. In addition to kicking back for a few days, participants can spend time supporting a local nonprofit organization or a cause that aligns with their own values.
    Since 2021, HMI has worked with 24 organizations across 10 countries, raising nearly $90,000 in the process through donated goods and monetary contributions. Equally important, CSR program participants feel excited about the positive impact they made and inspire others to follow suit.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Kate Cardoso, director of strategic services at HMI, and her colleague Nora Finnerty, a marketing content specialist, to learn more about the company’s purposeful approach to incentive travel.
    26 min
  • United Way BC Shows Business the Way
    Building strong, resilient, and equitable communities across the globe is the mission of United Way, one of the world’s largest privately funded charities. The 136-year-old organization serves 37 countries and territories, tackling the toughest challenges to make life better for 48 million people every year.
    In Canada, United Way British Columbia, a family of six United Ways spanning the province, helps address critical social issues in the communities it serves, including poverty, mental health, and food security. And through its Social Purpose Institute, United Way BC is helping companies contribute to a better world and unleash their full potential.
    For more than 19 years, Mike McKnight has led United Way BC as president and CEO. The unified organization serves over four million British Columbians, and utilizes an extensive network of volunteers, partners, donors, and supporting agencies to deliver resources and support to the people who need it most.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mike joins host Ken Beaulieu to talk about the growth of United Way BC, the importance of having a stated social purpose, how its Social Purpose Institute contributes to the greater good, and more.
    25 min
  • From Brand to Purpose Leader
    Claiming to have a brand purpose without demonstrating positive impact on society doesn’t cut it with consumers. They expect brands to make a positive contribution to the world, to educate them, and to help them engage in sustainable behavior versus force feeding products the world doesn’t need.
    Indeed, according to Dr. Emmanuel Probst, the global lead of thought leadership at Ipsos, the most purposeful brands transform the people they serve and the world we live in. That’s a point he drives home in his new book Assemblage: The Art and Science of Brand Transformation. By combining personal, social, and cultural components, he argues, brands can make a positive impact on people, society, and the economy.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dr. Probst joins host Ken Beaulieu to discuss key aspects of his book, including embracing the villains in your category, the need for brands to practice responsible consumption, and what we can learn from great artists like Picasso.
    31 min

About Beyond Profit Podcast

From the publisher's feed

A podcast of the ANA Center for Brand Purpose, Beyond Profit serves up inspirational and insightful interviews with today’s foremost leaders in the purpose movement.