The Changemakers Impact Conference | Review | UAE

The Marketing Society Changemakers Conference 2024 in Dubai was an inspiring day packed with ideas, creativity, and connections. Held at the SEE Institute in Sustainable City, I think the event stood out not only for its thought-provoking content but also for the way it embodied the principles of innovation, inclusion, and purpose. 

The conference broke away from conventional formats. There was no podium; instead, speakers either stood to address the audience directly or engaged in `fireside chats', creating a more personal and conversational tone. Interactive sessions punctuated the day, encouraging us to pair up with someone we didn’t know to discuss impactful moments in our careers. It was refreshing to stop and reflect, while also being inspired by the diverse stories shared.

The day was hosted dynamically, with a mix of engaging speakers and varied formats that kept the audience energised. From intimate chats to panel discussions, the transitions ensured the pace remained lively and captivating. Humour also played a role; even when tech glitches occurred, the self-deprecating and authentic reactions from speakers added a human touch.

Inspiring Content and Perspectives

The conference delivered on its promise to share marketing campaigns that push for social change. Throughout the day, marketers presented case studies from both local and international projects, showcasing the power of purpose-driven campaigns to make a difference. One standout session was Annie Arsane from TikTok, who redefined what culture means in today’s marketing landscape. Her talk highlighted how platforms like TikTok are reshaping the way we connect and engage with audiences, reminding us that diverse perspectives are key to keeping marketing fresh.

Another memorable session was Kiran Haslam’s talk on Dariyah Company, where he shared its vision of creating 'spaces that shape humanity'. Kiran’s blend of professional insight and personal storytelling brought his message to life, showcasing how innovative projects in Saudi Arabia are reshaping the region's narrative. His authenticity and openness about his career journey made his presentation especially impactful.

The day’s focus on gender balance and diversity was also notable. In a region where panel discussions often lack inclusivity, the conference made a conscious effort to showcase a variety of voices, perspectives and experiences. This diversity enriched the discussions and, for me, made the event all the more inspiring.

Purpose Meets Marketing

One of the key themes of the day was the importance of purpose-driven marketing. Campaigns like Bee Wild demonstrated how even smaller-scale initiatives can drive meaningful social change. As marketers, we were challenged to think beyond the mainstream and explore unconventional approaches to create impact. Sophie Devonshire, CEO of The Marketing Society, encapsulated this idea perfectly with her invitation to 'expand our belief of what is possible'. It’s a reminder that purpose in marketing can come in all shapes and sizes.

The SEE Institute in Sustainable City was the perfect setting for the day. A carbon-neutral building, the venue reflected the values of sustainability and innovation that underscored the conference. And such an inspiring atmosphere served as a reminder of the importance of aligning our work with larger environmental and social goals.

Key Takeaways

• Different Perspectives Keep Marketing Fresh: Annie Arsane’s session highlighted the importance of embracing diverse viewpoints to innovate and stay relevant.
• Content is Queen: The variety and quality of presentations reinforced the power of compelling content. As ever, great storytelling is at the heart of impactful marketing.
• Purpose-Driven Marketing Makes a Difference: Campaigns showcased throughout the day demonstrated how thinking outside the mainstream can shift the dial for social change.

The Changemakers Conference wasn’t just an event, it was an experience that left me inspired and eager to do more. The networking opportunities were invaluable, and I came away with ideas for collaborations and campaigns to explore locally. I also found myself wanting to attend other Changemaker Conferences.

Thank you, The Marketing Society, for an unforgettable day. Here’s to expanding our beliefs of what’s possible in marketing and beyond!

Members can log in to access the full sessions recordings over on our video page here.

Authored by Ananda Shakespeare, CEO and Founder, Shakespeare Communications
Published on 26 November 2024