The CMO's guide to purpose-driven marketing

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59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-branding tag-consumer-insights tag-leadership "> <section class="post-full-content Branding"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-03-11">11 March 2024</time> <span class="reading-time">8 min read</span> </section> <h1 class="post-full-title">The CMO's guide to purpose-driven marketing</h1> <section class="post-full-meta"> <a href="/tag/branding/">Branding</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/will/"> <img class="author-profile-image" src="/content/images/size/w300/2021/01/IMG_2172.jpg" alt="Will Whitham" /> <section class="author-card-content"> <h4 class="author-card-name">Will Whitham</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/03/CMO_Page_Header_Meta_--4-.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <h2 id="introduction-to-purpose-driven-marketing">Introduction to purpose-driven marketing</h2><p>In today's marketplace, a brand's value is increasingly measured by its societal and environmental contributions. This guide is built to help you understand purpose-driven marketing—a strategy that aligns your brand with meaningful causes to resonate with today's conscientious consumers. </p><p>Discover the essential role of <a href="The social causes that most influence US consumer purchase decisions Most marketers have started to discover how consumers’ personal values, political stances, and social beliefs can impact their brand loyalties. But which social issues have the greatest impact on actual purchase decisions? https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/" rel="noreferrer">societal causes in influencing consumer decisions</a> and learn <a href="The Purpose Spectrum Purpose is a spectrum, and a brand’s place and fluidity on that spectrum depend on many factors. Let’s take a look at five points along this spectrum to help marketers assess where their brands fall and what that means for how they move forward in a purpose-obsessed marketing landscape. https://www.cmoalliance.com/the-purpose-spectrum-how-to-evaluate-your-brands-role-in-a-socially-conscious-society/" rel="noreferrer">how to evaluate your brand’s role</a> within this socially conscious society. Start your path to a purposeful brand identity with a deep dive into the principles and benefits of purpose-driven marketing.</p><h3 id="articles">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/the-purpose-spectrum-how-to-evaluate-your-brands-role-in-a-socially-conscious-society/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The Purpose Spectrum</div><div class="kg-bookmark-description">Purpose is a spectrum, and a brand’s place and fluidity on that spectrum depend on many factors. Let’s take a look at five points along this spectrum to help marketers assess where their brands fall and what that means for how they move forward in a purpose-obsessed marketing landscape.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Greg Ricciardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/09/big-climb-to-find-your-purpose-image.jpg" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The social causes that most influence US consumer purchase decisions</div><div class="kg-bookmark-description">Most marketers have started to discover how consumers’ personal values, political stances, and social beliefs can impact their brand loyalties. But which social issues have the greatest impact on actual purchase decisions?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Ericka Podesta McCoy</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2024/02/social-causes-header.png" alt=""></div></a></figure><h2 id="developing-a-purpose-driven-strategy">Developing a purpose-driven strategy</h2><p>Creating a purpose-driven strategy requires a deep understanding of your brand’s core values and the societal issues it aims to address. This section guides you through identifying your brand's unique purpose and <a href="How brands can align with consumer values in times of turmoil Today, more than ever before, consumers are shopping with their hearts and their wallets. They support brands whose values align with their own. https://www.cmoalliance.com/how-brands-can-align-with-consumer-values-in-times-of-turmoil/" rel="noreferrer">aligning it with consumer values</a>, especially in times of turmoil. </p><p>Learn how to articulate <a href="Your micro-level brand purpose Gastón Tourn, CMO of Appear Here, joined us again to talk about keeping your messaging and storytelling focused on human beings and how your brand impacts them. He calls this your “micro-level brand purpose” and you can read all about what we discussed below. https://www.cmoalliance.com/your-micro-level-brand-purpose/" rel="noreferrer">your micro-level brand purpose</a> and strategize to make your brand resonate on a deeper level with your audience, building a strong, purpose-aligned brand narrative that drives meaningful engagement.</p><h3 id="articles-1">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/your-micro-level-brand-purpose/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Your micro-level brand purpose</div><div class="kg-bookmark-description">Gastón Tourn, CMO of Appear Here, joined us again to talk about keeping your messaging and storytelling focused on human beings and how your brand impacts them. He calls this your “micro-level brand purpose” and you can read all about what we discussed below.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/09/microscope-image.jpg" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/how-brands-can-align-with-consumer-values-in-times-of-turmoil/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How brands can align with consumer values in times of turmoil</div><div class="kg-bookmark-description">Today, more than ever before, consumers are shopping with their hearts and their wallets. They support brands whose values align with their own.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Ericka Podesta McCoy</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/11/consumer-values-protest-image.jpg" alt=""></div></a></figure><h2 id="executing-purpose-driven-campaigns">Executing purpose-driven campaigns</h2><p>Actionable insights into bringing your brand's purpose to life through impactful marketing campaigns are what this section offers. Explore case studies and expert discussions on <a href="Joining the movements that matter through marketing Elliott Rayner, CMO of ARION, covers everything from why movement marketing can be so effective, to different examples and approaches so you can develop your own strategies. https://www.cmoalliance.com/joining-the-movements-that-matter-through-marketing/" rel="noreferrer">joining movements that matter</a>, with practical advice on crafting campaigns that not only speak to your audience but also <a href="CMOs: Sustainability champions? Sustainability is one of the biggest challenges that the world, society, and our industry faces. What responsibility do marketing leaders have? https://www.cmoalliance.com/cmos-sustainability-champions/" rel="noreferrer">contribute positively to society</a>. </p><p>Enhance your brand's impact through purpose-driven campaigns that embody your brand’s values and mission, driving both societal change and business growth.</p><h3 id="articles-2">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmos-sustainability-champions/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMOs: Sustainability champions?</div><div class="kg-bookmark-description">Sustainability is one of the biggest challenges that the world, society, and our industry faces. What responsibility do marketing leaders have?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Johanna Bauman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/05/sustainability-image.png" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/joining-the-movements-that-matter-through-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Joining the movements that matter through marketing</div><div class="kg-bookmark-description">Elliott Rayner, CMO of ARION, covers everything from why movement marketing can be so effective, to different examples and approaches so you can develop your own strategies.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/03/man-running-mountains-image.jpg" alt=""></div></a></figure><h3 id="podcasts">Podcasts</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-joining-the-movements-that-matter-through-marketing-elliott-rayner/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | The movements that matter | Elliott Rayner</div><div class="kg-bookmark-description">Movement marketing, it’s not just a clever pun because we’re joined by Elliott Rayner, CMO of sports tech brand ARION. It’s the idea of tying your brand to societal, scientific, or political movements.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/02/CMO_Convo_Podcast_ER.jpg" alt=""></div></a></figure><h2 id="challenges-and-solutions">Challenges and solutions</h2><p>Navigate the complexities of purpose-driven marketing with a clear understanding of potential challenges and strategic solutions. From <a href="The problem with purposewashing for CMOs and brands Struggling to ensure the values you claim to support match what your organization actually does? Greg Ricciardi joined us to discuss why disingenuous brand purposes are harmful to brands, their customers, and society as a whole. https://www.cmoalliance.com/the-problem-with-purposewashing-for-cmos-and-brands/" rel="noreferrer">the risks of purposewashing</a> to aligning your brand with its true purpose, this part of the guide addresses common obstacles and provides actionable advice for maintaining authenticity in your purpose-driven marketing initiatives. </p><p>Benefit from expert insights and real-world examples to ensure your brand's purpose remains genuine and impactful.</p><h3 id="articles-3">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/the-problem-with-purposewashing-for-cmos-and-brands/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The problem with purposewashing for CMOs and brands</div><div class="kg-bookmark-description">Struggling to ensure the values you claim to support match what your organization actually does? Greg Ricciardi joined us to discuss why disingenuous brand purposes are harmful to brands, their customers, and society as a whole.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/11/graffiti-image-about-truth-and-purpose.jpg" alt=""></div></a></figure><h3 id="podcasts-1">Podcasts</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-the-problem-with-purposewashing-greg-ricciardi/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | The problem with purposewashing | Greg Ricciardi</div><div class="kg-bookmark-description">A brand’s purpose and values have become increasingly important to both consumers and B2B customers. But this importance has led to many brands attaching themselves inauthentically just for the purposes of good press.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2022/10/CMO-Convo-Podcast-Assets.png" alt=""></div></a></figure><h2 id="leadership-in-purpose-driven-marketing">Leadership in purpose-driven marketing</h2><p>Dive into <a href="The power of empathetic leadership for a brand In this article, I’ll guide you on the journey of integrating empathy into your marketing practices. https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/" rel="noreferrer">the pivotal role of empathetic leadership</a> in championing purpose-driven marketing initiatives. CMOs and marketing leaders have <a href="Driving societal change as a CMO We’ve seen an increase in marketing leaders looking to leverage their influence to drive positive societal change. https://www.cmoalliance.com/how-to-drive-societal-change-as-a-cmo/" rel="noreferrer">an important role in driving societal change</a> and developing the power of empathetic leadership for a brand. </p><p>Discover through expert discussions how to inspire your team and stakeholders, leveraging your leadership position to effect meaningful change both within and beyond your organization.</p><h3 id="articles-4">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The power of empathetic leadership for a brand</div><div class="kg-bookmark-description">In this article, I’ll guide you on the journey of integrating empathy into your marketing practices.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Miri Rodriguez</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2024/02/empathy-image.png" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/how-to-drive-societal-change-as-a-cmo/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Driving societal change as a CMO</div><div class="kg-bookmark-description">We’ve seen an increase in marketing leaders looking to leverage their influence to drive positive societal change.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Katie Klumper</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/05/be-the-change-image.jpg" alt=""></div></a></figure><h3 id="podcasts-2">Podcasts</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-how-to-drive-societal-change-as-a-cmo-katie-klumper/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | How to drive societal change as a CMO | Katie Klumper</div><div class="kg-bookmark-description">Seen the news lately? In case you missed it, there’s a lot going on, and a lot of causes that need support. But what role can CMOs and their brands have in driving change and benefiting society? According to our guest, Katie Klumper, plenty!</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/04/CMO_Podcast_Meta_KL.jpg" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/encoding-empathy-into-your-brands-dna-with-miri-rodriguez/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Encoding empathy into your brand’s DNA with Miri Rodriguez</div><div class="kg-bookmark-description">Miri Rodriguez, Senior Storyteller at Microsoft and best-selling author of Brand Storytelling, knows all about the power of empathy for brands. She joined us on CMO Convo to share how you can ensure empathy is encoded in your brand’s DNA, and how to leverage that empathy into effective storytelling.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/12/CMO_Podcast_--46-.png" alt=""></div></a></figure><h2 id="diversity-and-inclusion-in-marketing">Diversity and inclusion in marketing</h2><p>A brand purpose that needs to be reinforced is the necessity of incorporating diversity and inclusion into every aspect of your marketing strategy. Understand the <a href="Diverse marketing takes diverse leadership In CMO Convo’s 100th episode, I sat down with two exceptional women from the marketing world. In this article, I’ll be delving deep into the nuances of diversity and leadership in marketing. https://www.cmoalliance.com/diverse-marketing-takes-diverse-leadership/" rel="noreferrer">importance of diverse leadership</a>, the <a href="Why we need to amplify diverse voices in marketing It’s important to talk about diversity, equity, and inclusion (DEI) from a marketing perspective and make sure that we’re building the kinds of organizations that represent us as people and our businesses well. https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/" rel="noreferrer">benefits of amplifying diverse voices</a>, and the impact of inclusive practices on your brand’s relevance and resonance. </p><p>Gain insights into <a href="Further together - building a diverse marketing team Maya Grossman, VP of Marketing at Canvas discusses building an effective marketing team with diversity in mind, the value diversity brings to organizations, and more. https://www.cmoalliance.com/further-together-building-a-diverse-marketing-team/" rel="noreferrer">building diverse teams</a> and creating content that reflects the multifaceted world we live in, ensuring your marketing efforts connect genuinely with a global audience.</p><h3 id="articles-5">Articles</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/we-need-to-adopt-an-inclusive-approach-to-sustainability/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">We need to adopt an inclusive approach to sustainability</div><div class="kg-bookmark-description">We are experiencing an undeniable environmental crisis, and it is easy to get overwhelmed by the magnitude of the situation. But there are glimmers of hope as individuals and businesses alike are embarking on intentional paths of change.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Johanna Bauman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/11/lightbulb-plant-image.jpg" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/diverse-marketing-takes-diverse-leadership/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Diverse marketing takes diverse leadership</div><div class="kg-bookmark-description">In CMO Convo’s 100th episode, I sat down with two exceptional women from the marketing world. In this article, I’ll be delving deep into the nuances of diversity and leadership in marketing.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Bryony Pearce</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/08/cmo-convo-100-bts.png" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/further-together-building-a-diverse-marketing-team/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Further together - building a diverse marketing team</div><div class="kg-bookmark-description">Maya Grossman, VP of Marketing at Canvas discusses building an effective marketing team with diversity in mind, the value diversity brings to organizations, and more.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">CMO Alliance</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2021/08/diverse-team.jpg" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Why we need to amplify diverse voices in marketing</div><div class="kg-bookmark-description">It’s important to talk about diversity, equity, and inclusion (DEI) from a marketing perspective and make sure that we’re building the kinds of organizations that represent us as people and our businesses well.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Patrick Reynolds</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/06/meta-image--12---1-.png" alt=""></div></a></figure><h3 id="podcasts-3">Podcasts</h3><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-its-a-diverse-world-marketing-should-be-too-patrick-reynolds-jade-warne/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | It’s a diverse world. Marketing should be too.</div><div class="kg-bookmark-description">Across almost any industry, the audiences you’re marketing to are likely becoming more and more diverse. Does your marketing team reflect that?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/06/3.png" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convos-100th-episode-diverse-marketing-needs-diverse-leadership/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo’s 100th episode | Diverse marketing needs diverse leadership</div><div class="kg-bookmark-description">We’re celebrating hitting 100 episodes on CMO Convo with a special episode! The topic: overcoming obstacles as a woman marketer, and the importance of elevating and championing diverse voices.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Bryony Pearce</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/07/CMO_Podcast_100th_Episode--1-.png" alt=""></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-further-together-building-a-diverse-marketing-team/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | Building a diverse marketing team</div><div class="kg-bookmark-description">Diversity: a quota that needs to be filled, or an essential part of creating a great marketing team? Our guest this episode sits firmly in the latter camp: Maya Grossman, VP of Marketing for Canvas, the no.1 diversity recruiting platform.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2021/06/CMO_Podcast_Meta_MG.jpg" alt=""></div></a></figure><h2 id="next-steps">Next steps</h2><p>Remember that the transition to purpose-driven marketing is a transformative process for your brand—a commitment to making a positive impact on society while achieving business success. Reflect on the insights, strategies, and examples shared throughout this guide and consider how you can apply them to elevate your brand’s purpose. Take proactive steps towards integrating purpose into your marketing efforts, and lead the way in building a more responsible, inclusive, and impactful brand.</p><hr><p><strong>Do you want your brand to have a purpose that resonates with your audience? Discuss your ideas with a global network of marketing leaders on the CMO Alliance Community Slack channel.</strong></p><p><a href="https://www.cmoalliance.com/join-the-community/" rel="noreferrer"><strong>Join them for free.</strong></a></p>  <a href="https://www.cmoalliance.com/join-the-community/?utm_source=article&utm_medium=banner&utm_campaign=community-ad"> <img src="https://www.cmoalliance.com/content/images/2021/03/CMO-Alliance-Community-ad.png"> </a>  </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/will/"> <img class="author-profile-image" src="/content/images/size/w300/2021/01/IMG_2172.jpg" alt="Will Whitham" /> <section class="author-card-content"> <h4 class="author-card-name">Will Whitham</h4> <p>Will has written copy and content both in-house and agency-side for a broad variety of brands, industries, and international audiences. He's the host of the CMO Alliance podcast, CMO Convo.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/branding/">Branding</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/story-masters-4-emotional-connections-in-brand-stories/"> <img class="post-card-image" src="/content/images/size/w800/2025/01/CMO_Website_Article_Images_Author_Highlight--2-.png" alt="How to use emotional storytelling in marketing" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/story-masters-4-emotional-connections-in-brand-stories/"> <header class="post-card-header"> <h2 class="post-card-title">How to use emotional storytelling in marketing</h2> </header> <section class="post-card-excerpt"> <p>People want to feel emotionally engaged with brand messaging and content. 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