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The Role of Marketing and PR in the Era of Stakeholder Capitalism

  • January 21, 2021
  • 12:30 PM - 1:30 PM
  • Zoom Webinar

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People are focusing their talent, minds, hearts, and dollars on companies with a social purpose – brands that matter to them, not just market to them. In turn, business success today means demonstrating an authentic commitment to making the world better by putting values, character, and people first. The events of 2020 accelerated this shift towards “stakeholder capitalism” and the new year promises to continue this trajectory.

In our first session of 2021, Carol Cone, the “Mother of Cause Branding,” will cover purpose yesterday, today, and tomorrow. She’ll give real-world examples of how companies reacted to COVID-19 and the racial justice movement with empathy and humanity. Cone will also share more than a dozen insights that will help you define your role in developing and activating your company’s purpose in 2021, including:
  • What your stakeholders—from customers and investors to employees and communities-- will expect of your company moving forward, and how you can help your company to deliver
  • How purpose serves as a north star during times of uncertainty and crisis, enabling your business to make rapid, human-centered decisions
  • Why authenticity is critical to avoid "purpose-washing" and how to engage your stakeholders more deeply


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