a few thoughts from me here - some businesses are recognising the power of brands in engaging consumers more meaningfully to lead change through a purpose driven approach. Unilever is best in class, demonstrating superior performance.
Smirnoff’s ‘We’re Open’ campaign is engaging consumers’ perceptions of diversity and inclusion in exciting and uplifting ways and creating much conversation - Chris Fonseca Deaf dancers campaign tells the story of Chris Fonseca, an inspiring deaf dance teacher from London, who teaches other deaf dancers that there are other ways to enjoy music beyond just hearing it. Through story telling, the brand is encouraging dialogue and challenging perceptions among consumers. the theme of “We’re Open” as a diverse and inclusive brand is global but markets are localising content to address issues or themes that resonate in their geography, allowing for more bespoke content and engagement. It’s still relatively early days, but the feedback has been hugely positive.
Hester le Roux said:
We will leave it there for the first two questions - though please remember that you can keep adding comments to the conversation after this session has ended.
Turning now to our third question, and we’ll spend a bit more time on this one:
SESSION 2, Q3: How can business use external marketing and customer engagement to support women’s economic empowerment?