Crossed Purposes Target The Good In Corporations
Do corporations have a role to play in contemporary progressive advocacy? And does it make any difference? Marguerite Pettit, senior campaign strategist with New York-based agency Purpose, will explore how she has approached corporate activism, what worked, what didn’t and what it can lead to, when she speaks at the self-styled “conscious capitalism revolution” conference in Sydney in early December.
Confusingly called Purpose, the conference is no way related to the agency even though expat Australian Pettit from Purpose will be among the headline speakers. Do we need to run you over that one more time? The conference is called Purpose and one of its speakers is from an agency also called Purpose. We good? Okay let’s move on.
Purpose (the agency) says it builds 21st century movements. It works with organisations and socially conscious companies to mobilise large-scale, purposeful action, as well as develop and launch its own social and consumer movements.
“As pioneers in the development of cutting-edge techniques for mass digital participation, movement building and self-organisation, we have built a rapidly growing business around this increasingly valuable expertise. Our work combines emerging technology with key insights from political organizing, behavioral economics, brand strategy, business strategy and visual and interaction design,” it says.
As a strategist at Purpose, Pettit has worked on a wide variety of high-impact projects from gun safety to engaging millennials on sustainability through to climate change.
Purpose (the conference) will be held in Sydney on 5-6 December. Attendees will be “an eclectic gathering of big ideas, brands and personalities leading the conscious capitalism revolution will converge, drawn together by a shared belief that changing the world begins with the companies we choose to buy from.”
With a projected $30 trillion in spending power at stake in 15 years when millennials – who overwhelmingly purchase, work and live according to ethical values – comprise 75 per cent of the workforce, this community of ‘progressive’ values-led consumers will soon become the powerful majority.
International trailblazers in the business of doing good while making money who headline this year’s conference include Buddhify founder Rohan Gunatillake, who will share his thoughts on ethics that should apply to Silicon Valley; Thankyou founders Justine and Daniel Flynn, who will talk about their combine and conquer ethos; and Lush Australia director Peta Granger, who will discuss the journey from being merely sustainable to becoming regenerative.
Age-old industry stereotypes will be overthrown: Marque Lawyers founder Michael Bradley, an outspoken campaigner for human rights and against the commodification of the practice of law, is committed to seeing lawyers become “socially useful agents for change”.
Powershop, Australia’s first and only ethical, green power startup uses gamification to help customers reduce energy consumption and insists we should all buy less of what it sells.
Alliance Bank, a member-owned and independent joint venture between Bendigo and Adelaide Bank and the Alliance Partners, invests profits in initiatives that generate positive, measurable, social and environmental impacts.
Australian Ethical, the country’s largest specialist ethical investment manager, is proving that investing in initiatives such as stopping sex trafficking, rather than gambling, coal and weapons, doesn’t just make sense for the planet but also for the performance of your superannuation.
Sex toys that raise funds for sexual and reproductive health, tiles modelled on forest floors and gecko toes, and a travel company thriving on Maori seven-generation wisdom is a snapshot of the program’s diversity of industries and ideas.
Purpose creator and curator Sally Hill, a driving force in building the purpose-driven business movement, said this new way of doing business was here to stay.
“Whole Foods cofounder John Mackey famously said the best way to maximise profits was not to make profits a primary goal. Businesses are beginning to wake up to this,” Hill said.
“There will be a seismic shift as millennials mature into the key demographic in the workforce, with the power to make decisions and control wealth. Yesterday’s ‘tree-huggers’ have given birth to a new generation of movers and shakers who will have a seat in the boardroom.
“Purpose is doubling in size this year, testament to the increased awareness of the power of business to do good.”
Please login with linkedin to comment
PurposeLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.