The Changemakers Impact Conference | Review | New York

Leadership Reimagined: The Power of Inclusion and Purpose | 3 lessons from The Marketing Society New York annual Changemakers Conference 2024

“Leaders need to share, show and include others in role modelling the values” - Sheryl Adkins-Green, Chief Marketing & Experience Officer, Mary Kay Global

This quote is my standout takeaway from The Marketing Society New York's Changemakers Conference in September 2024. Take a pause and reflect on this: true leadership lies in aligning your actions with your values. This deceptively simple principle has profound implications—it creates curiosity, inspires active participation, and fosters genuine followership that extends beyond your workplace to drive societal impact.

Role modelling in leadership

One of the most memorable moments was a presentation by Emmet O’Sullivan, a 17-year-old high-school student, whose compelling story brought this concept to life. Diagnosed with type one diabetes during the COVID pandemic, Emmet highlighted the urgent need for resources, advocacy and community building for young people with the disease.

His talk was a hands-on experience as he guided attendees to log into the  Policy Playground platform he launched, right then and there. His session didn’t just inform, or inspire it literally activated attendees. As we became grassroots advocates that sent emails to our respective senators about pressing policies. By the end of his 10-minute talk, participants weren’t merely moved—they were compelled to take immediate, deliberate steps in civic action.

Emmet's ‘masterclass’ serves as a powerful reminder: authentic leadership doesn’t just inspire—it drives action. Even the most skeptical attendees left feeling optimistic, empowered to influence change, and committed to be the difference they seek in the world.

Inclusion as a catalyst for growth

Inclusion isn’t a polarizing term that should be ‘cancelled’; it’s a real and empathetic force for good. This truth was highlighted by Laurel Rossi, (Co-Founder and Chairwoman of the Board) Creative Spirit, an organization creating meaningful jobs for individuals with intellectual and developmental disabilities (IDDs) which incorporates neurodiverse communities. With just 39.2% of men and women with neurodiversity from ages 21-64 in employment, regardless of gender, education level, or ethnicity - Creative Spirit is working to address systemic inequities in the workplace.

The statistics are stark: only 4% of employees disclose their disability, and an equally small percentage of companies prioritize this area - yet, creative approaches to hiring inclusively are delivering results. Creative Spirit not only opens doors for underrepresented talent but also demonstrates how diversity can drive innovation and brand differentiation. Their work underscores that inclusion isn’t just right—it’s smart business.

Education breaks barriers and builds bridges, but true leadership drives real impact when organizations build awareness and design spaces where everyone can thrive.

The proof of purpose and profit

Skeptics often demand a business case for purpose and won’t be swayed by anything other than financial and ROI evidence. That’s why case studies like Vaseline’s in Thailand shared by Suresh Raj (Chief Growth Officer, McCann New York & Cannes Glass Lions 2024 Jury Member) are so compelling.

They partnered with the trans community to develop Pro Derma Transition Body Lotion, addressing skin conditions experienced by trans individuals during their transition (eg as a result of hormonal changes, and medical treatments). This wasn’t just about making a product for a consumer, it was about co-creating a solution with the community. The initiative is supported by a long-term commitment from the retailer Watson’s to stock the product, ensuring it transcends mere marketing.

This example highlights how to gain a competitive edge by creating a new market category and that blending commerce with humanity can drive both substantial social impact and business growth. Their approach sets a benchmark for brands seeking to build trust and relevance through authentic, purposeful engagement.

Conclusion

The Changemakers conference was a reminder of what matters: people, progress, and purpose. It underscored the power of aligning actions with values via - role modelling, inclusion, and purpose-driven strategies to create meaningful momentum. Because it's absolutely possible to lead, and to have a positive impact on humanity while being profitable simultaneously.

Authored by Samuel Monnie - Marketing Reformer, Co-Founder & Co-CEO at Purpose Hive

Published 26 November 2024