The Changemakers Impact Conference | Review | Singapore

On leaving The Marketing Society Singapore’s Changemaker's Conference in November, the idea of compromise was stuck in my head. Have we agreed as an industry that doing better for society can’t work in tandem with business growth? Perhaps we must compromise on this lofty idea that purpose drives modern brands?

Spoiler alert: the two things can exist together. Or at least the collection of Changemakers assembled by The Marketing Society gave me hope, even though the economic conditions that marketers face are more challenging than ever.

The shifting landscape of consumer expectations

Sustainability is core to this conundrum of compromise and, as marketers, we should always start by asking what consumers want. During a panel with Rupen Desai, CMO & Venture Partner, Una Terra & Co-founder, The Shed 28; Lex Bradshaw-Zanger, Chief Marketing & Digital Officer SAPMENA, L'Oréal; and Nadia Touil Louis, Head of Digital & eCommerce, Asia Oceania Africa Middle East, Nestlé, the discussion turned to consumer expectations. 

The panel debated the idea that there is a divide among consumers - will they pay for products that ‘do good’? While Touil Louis said that some research suggested some would, it was generally agreed that younger generations in the Asia-Pacific region want companies to take accountability for their social and environmental impact; many believe they shouldn't have to pay more for sustainable products. Or, even further, why should they at all? With Desai placing the onus entirely on the brands to figure out a way to behave better without penalising the consumer. 

This dichotomy poses a challenge for marketers: how to effectively communicate value while meeting consumer demand for affordability. This is before we even argue that consumers are confused about which companies are genuinely committed to sustainability due to an overabundance of marketing claims often labeled as "greenwashing."

The evolving role of marketing and measurement

One of the ways the panelists agreed that marketers could maintain their commitment to doing good was by improving the metrics reported back to the boardroom. The panel examined the evolving landscape of corporate roles, suggesting that sustainability and Corporate Social Responsibility (CSR) should not be relegated to separate functions but should be integrated into every aspect of business. Key Performance Indicators (KPIs) related to sustainability must be woven through corporate strategies and aligned with financial targets. And, finally, leadership buy-in is crucial, as all employees should feel responsible for advancing their company's sustainability goals.

Long-term commitment vs. short-term gains

A striking discussion emerged around understanding the difference between "impact enthusiasts" and "impact practitioners." The former refers to trend-driven initiatives, while the latter emphasizes long-term, meaningful actions. Brands are urged to move away from simple lip service regarding sustainability towards actionable commitments that genuinely affect the environment and society.
 

Authenticity Over Tokenism

Earlier in the event, Jeet Vijan, Senior Global Brand Manager, Vaseline at Unilever and Aanchal Sethi, Asia Managing Director of the Unilever team at Ogilvy, presented the award-winning work for Vaseline in which the brand created a new product for trans customer, specially formulated for the skin of people during and after transition. 

One of the key takeaways from the campaign’s development is Vaseline’s steadfast commitment to authenticity. Rather than creating a superficial limited-edition product for Pride Month, the team developed actual skincare solutions catering to the community's unique needs. This involved in-depth engagement with transgender individuals, psychologists, and medical professionals to grasp the varied challenges faced during transition. This rigorous research enabled Vaseline to create a scientifically backed product that was both effective and enjoyable, ultimately reinforcing the brand's dedication to quality.

While it’s early days and the product's longevity is yet to be tested, it seems well on the way to delivering on purpose without compromise.
 

So, can we have it all?

Despite the complexities, the event’s speakers focused on the potential of marketing as a transformative tool in driving change. They emphasized that successful brands use their platform not just to sell products but also to encourage consumer behavior and shift societal norms.

The key to success without compromise seems to be action. Marketers need to move away from being enthusiasts and become practitioners who can prove the financial value, while doing better for our world. 

Authored by Charlotte Mceleny Senior Director, Marketing & PR - India, SEA and AUNZ,  Monks

Published 27 November 2024