Focusing on Purpose: Adapting to Values-Based Spending and Resonating with Multicultural Audiences

More consumers than ever before are purchasing from brands and patronizing organizations that align with their values and views on social and political issues, including racial equality, social justice, climate change, women’s rights and more. It’s become clear that organizations’ willingness to take a stand can positively affect the bottom line, strengthen brand reputation, and build lasting relationships with future brand ambassadors. In today’s digital-first and global media landscape, it’s even more important to lean into values—and speak to audiences across ethnicities, cultures, beliefs and more. In this panel, learn how you can take important steps toward embracing values and why the risk of taking a stance on pressing issues is one worth taking.

You’ll learn:

  • How to understand your stakeholders through audience analysis—and how to appeal to larger and new audiences across backgrounds and experiences
  • How to take stands on social issues and work your values into messaging and content in authentic ways
  • Ways to create meaningful commitments on DE&I, sustainability and more—and how to report your progress and accountability
  • Considerations for partnerships that open doors—and takeaways for urging leaders and employees to jump on board with your efforts
  • Justin Joffe
    Editorial Director and Editor-in-Chief
    Ragan Communications
  • Cat Colella-Graham
    Founder, Chief Employee Experience Officer
    Cheer Partners
  • Trovon C. Williams
    Senior Vice President of Marketing and Communication