Marketing meets mission : learning from brands that have taken on global health challenges /
Sidibe, Myriam.
Marketing meets mission : learning from brands that have taken on global health challenges / Myriam Sidibe - May-June 2020 - Harvard Business Review 98 : 3, pages, 135-144 .
A lot of global health problems can be prevented by persuading people to alter their behavior--something marketers excel at. That's why brands have a critical role to play in tackling these challenges, says Sidibe, Unilever's first social mission director. In this article she offers any brand that wants to achieve a social purpose a five-part framework for success: inspiring individuals to change behavior; winning internal backing; measuring performance at multiple levels; partnering with governments, NGOs, and other firms; and sparking a broader movement. This approach has allowed Unilever's Lifebuoy and Knorr brands to make great strides in reducing disease and poor nutrition in the developing world, while enhancing their profiles and their growth, and it could help other brands, like Carling Black Label beer, which has taken on the task of combating domestic violence.
Business.
Consumer behavior.
Corporate social responsibility.
Marketing.
Marketing meets mission : learning from brands that have taken on global health challenges / Myriam Sidibe - May-June 2020 - Harvard Business Review 98 : 3, pages, 135-144 .
A lot of global health problems can be prevented by persuading people to alter their behavior--something marketers excel at. That's why brands have a critical role to play in tackling these challenges, says Sidibe, Unilever's first social mission director. In this article she offers any brand that wants to achieve a social purpose a five-part framework for success: inspiring individuals to change behavior; winning internal backing; measuring performance at multiple levels; partnering with governments, NGOs, and other firms; and sparking a broader movement. This approach has allowed Unilever's Lifebuoy and Knorr brands to make great strides in reducing disease and poor nutrition in the developing world, while enhancing their profiles and their growth, and it could help other brands, like Carling Black Label beer, which has taken on the task of combating domestic violence.
Business.
Consumer behavior.
Corporate social responsibility.
Marketing.