HBR IdeaCast How Marketers Can Drive Social Change and Profits
May 5, 2020
Myriam Sidibe, a public health expert and senior fellow at the Harvard Kennedy School, discusses the powerful role of brands in driving social change. She shares insights from her experience, including a successful hand-washing campaign for Lifebuoy soap which benefitted both public health and sales. Sidibe emphasizes the importance of authenticity in mission-driven marketing, the need for long-term commitment to social causes, and how companies can align with sustainable development goals to foster meaningful connections and ensure lasting impact.
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Joining Unilever
- Myriam Sidibe chose to work with Unilever, the world's largest soap manufacturer, to promote handwashing.
- She recognized the power of brands to influence behavior and tackle global health issues.
Surprising Campaigns
- Carling Black Label, a beer brand, campaigned against gender-based violence in South Africa with #noexcuses.
- Other examples include Discovery Limited promoting healthy habits and Dove building body confidence.
Benefits of Purpose-Led Marketing
- Mission-driven marketing isn't just good for society, but also improves brand loyalty and sales.
- Consumers appreciate genuine commitment, leading to increased trust and differentiation.
