09:00 Chair’s opening remarks

09:10 Opening keynote panel: What does Brand Purpose mean for business strategy in 2021?
  • How the importance of brand purpose has increased so much over the past decade and how this has transformed global business strategy
  • Why it is essential for brands to embed their purpose into the heart of their organisations, from the senior leadership team right through to the interns
  • What are the key success elements to ensuring your purpose has the power to transform your organization and how this can help to reverse slowing growth and create new opportunities
09:50 Using your brand purpose to connect with your consumer
  • How the importance of brand purpose has increased so much over the past decade and how this has transformed global business strategy
  • Why it is essential for brands to embed their purpose into the heart of their organisations, from the senior leadership team right through to the interns
  • What are the key success elements to ensuring your purpose has the power to transform your organization and how this can help to reverse slowing growth and create new opportunities
10:20 Does Purpose truly equal brand loyalty and drive sales?
  • Do consumers truly choose purpose led brands over cost?
  • Why the fastest growing brands of 2021 all have a clear mission and purpose and the key identifying factors that underpin this success
  • Examining how Purpose affects both B2B and B2C purchasing habits
10:40 Do Gen Z really care about Purpose over their pay?
  • Highlighting what consumer data shows about how different demographics respond to purpose led communctation
  • What the ‘mass resignation’ post Covid means for talent acquisition and why brands must get better at weaving their Purpose messaging into recruitment
  • What really matters to everyone? From Baby Boomers and Millennials to Gen Z ?
11:05 Networking coffee break

11:30 Case study 1: Lessons from a legacy Purpose-led brand
  • How to pivot a large legacy brand towards a new purpose and direction
  • Why leading with authenticity is the key to gaining consumer buy in and avoiding the cynical reaction
  • Retaining trust from your core consumer base when going through a transition
11:45 Developing creative and purposeful brand activity that truly engages with a global audience
  • How to build a purpose led strategy that works on a global and a local scale
  • How to avoid common purpose implementation pitfalls and address the local needs and nuances of individual markets
  • Why empowering regional teams to deliver on purpose strategy os the key to success
12:15 Networking Lunch

13:15 Why brands need to rethink Corporate partnerships in the wake of the pandemic
  • How consumer priorities have fundamentally changed post pandemic, and how brands should respond
  • Choosing charity partners that truly align with your brand
  • Ensuring CSR projects are communicated both internally and outside the business to create impact
13:45 Exploring sustainability and the circular economy: Why consumers are demanding to know all about your product lifecycle
  • Why every industry from fashion to tech needs to understand the provenance of its products
  • How the circular economy offers brands an opportunity to build back better business practices and engage with new audiences
14:40 Session break

14:50 Case Study 2: Purpose in Practice: why some organisations are failing to ensure their core values are experienced by their employees as well as their customers
  • How to get the best out of your internal comms team and ensure their messaging is in line with your mission
  • Why so many businesses are failing to walk the talk internally and how this can impact productivity
  • Lessons from a iHR reboot: what this business learned about getting buy in from your employees to drive your purpose
15:15 Networking Coffee Break

16:05 Panel: What is Purpose-led advertising and what does this mean for where you position your marketing pounds?
  • How should purpose affect your media planning and buying?
  • Why new tech developments could help marketers be more careful about the platforms they use for their messaging
  • Examining the new opportunities to align media buying with serving your community, from local fundraisers to sustainable billboards
16:50 Chair’s closing remarks

Gemma Charles, Deputy Editor, Campaign


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