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.
Marketing for Good events happen once a quarter during the academic year. Check back quarterly for updates on 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, Leandro Barreto, Global VP of the Dove Masterbrand discussed 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. Ayelet Fishbach, Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing and IBM Corporation Faculty Scholar, moderated this event.
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 hosted 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, presented the third event in the Marketing for Good series. This event focused 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, explored the benefits, challenges, and considerations when implementing AI in marketing.
Panelists discussed 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 also dissected the ethical considerations and the challenges associated with AI in marketing that marketers and general managers should be aware of.
Murli Buluswar, '01, Head of Analytics, US Consumer Bank, CITI
Lisa Sullivan-Cross, Head of Growth Marketing, Pinterest
Sanjog Misra, Charles H. Kellstadt Professor of Marketing, Chicago Booth School of Business
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 explored when and why companies have responded to the BLM movement and the corresponding role of marketing.
Scott Uzzell, '98, President and CEO, Converse
Chipo Nyambuya, Loyola School of Law's Director of Externships and Principal of Virgil, LLC
Pradeep Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, Chicago Booth School of Business
How Nike does Marketing for Good
Second-year student Hannah Van Demark reflects on her desire to do mission-driven work merged with her passion for sports, and shares key insights she learned from the Marketing for Good: Brands, Marketing, & Social Issues with Nike event.
Read Hannah's Takeaways »
How marketing benefits public policy
As a Boothie, Shari Felty has the opportunity to translate learnings from one area to find insights in another—which she saw in action at the Marketing for Good: AI & Targeted Marketing event.
Get Shari's insights »
Prioritizing Equity Authentically
Authenticity, data, and empathy: Kilts Fellow Chloe Saddler lays out how brands can respond to social issues in a real way that will resonate with consumers.
Read Chloe's takeaways »
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