Marketing for Good

Kilts Speaker Series

Marketing should be about more than corporate profitability. As more companies adapt their goals to include a social mission and social identity, marketers will be expected to lead socially aligned marketing campaigns and branding efforts. Navigating the opportunities and challenges associated with sustainable marketing under these new expectations will require new tools and frameworks. Marketers will also need to rethink traditional metrics such as the return on marketing investment to balance monetary and non-monetary returns.

The Kilts Center’s new Marketing for Good series explores how marketers and general managers can use their talents in ways that catalyze positive change. This series will incorporate a wide array of themes related to sustainable marketing practice and marketing for good.

Upcoming Events  

Marketing for Good: Real Beauty and Self-esteem in branding: Lessons from Dove

The Dove brand is well- known for its groundbreaking work featuring natural bodies in advertising creative—in contrast to the often-unrealistic portrayal of women’s bodies in consumer goods marketing. In this Marketing for Good event, we invite you to join Leandro Barreto, Global VP of the Dove Masterbrand to discuss the theory behind its purpose-driven branding, defining and measuring success and the use of data in purpose marketing, and lessons learned along the way.

Event Details

Date: Thursday, February 24, 2022

Time: 12:00 p.m. — 1:00 p.m. CT

Location: Harper Center room 104 and Zoom

Register now >>

This is intended to be a hybrid event with the option to attend in-person. The Kilts Center will make an announcement should the format of the event become fully virtual. 

Past Events

Marketing for Good: Social Development and Board Service

The Kilts Center for Marketing and Rustandy Center for Social Sector Innovation invite you to join a conversation with Terry Peigh, '76, as part of the Kilts Center’s Marketing for Good series. Terry has used his professional skills to aid social development organizations, starting at the UC sociology department and training developing country health workers on how to use communication tools for social development. Since then, he has counseled USAID, the Populations Council, and the Harvard/Mass General Center for Global Health, among others, on how to best use modern-day marketing communications to help advance global health and development.


Marketing for Good: Brands, Marketing, & Social Issues with Nike

The Kilts Center for Marketing invites you join a discussion on brands, marketing, and social issues with Melanie Auguste, VP, Global Brand Narrative, Purpose, and Athlete Marketing at Nike. This event is part of the Kilts Center's Marketing for Good series, which explores how marketers and general managers can use their skills and talents to catalyze positive social change.


Marketing for Good: How global brands approach sustainability

The Kilts Center for Marketing, in partnership with the Rustandy Center for Social Sector Innovation, presents the third event in the Marketing for Good series. This event focuses on how global brands approach environmental and social sustainability with Virginie Helias, Chief Sustainability Officer, Procter & Gamble, and Rafael Oliveira, '04, President, International, Kraft Heinz. Marketing for Good examines how marketers and general managers can use their talents to catalyze positive change.


Marketing for Good: Artificial Intelligence and Targeted Marketing

Leveraging artificial intelligence (AI) and targeted marketing is becoming more common across organizations and industries. This event, in collaboration with Chicago Booth Review and the Center for Applied Artificial Intelligence, will explore the benefits, challenges, and considerations when implementing AI in marketing.

Panelists will discuss benefits aimed to the consumer and/or the firm as well as society at large, and how marketers and general managers can use AI to make a positive impact on society. They will also dissect the ethical considerations and the challenges associated with AI in marketing that marketers and general managers should be aware of.


Marketing for Good: how do Companies respond to the BLM Movement?

The Black Lives Matter (BLM) movement has prompted companies worldwide to respond with statements, marketing campaigns, donations, and more. Even before the resurgence of this movement, organizations were already under pressure to take a stand on social, race-related issues. Marketers play an instrumental role in these efforts. In collaboration with Chicago Booth Review, this session will explore when and why companies have responded to the BLM movement and the corresponding role of marketing.


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