Marketing for Social Change: How to Turn Purpose Into Business and Social Impact - Hardcover

by Kian Bakhtiari (Author)

WINNER: Goody Business Book Award 2024 - Marketing - Communications and PR

Business as usual is not an option anymore. We need a new way of doing things and brands can no longer afford to stay silent on important social and environmental issues.

With more consumer and legal scrutiny than ever before, brands need to work hard to ensure they embrace purpose in a long-term, sustainable and authentic way in order to actually create the social change they say they support. This is where Marketing for Social Change comes in. A deeply practical guide on how brands can take meaningful action whilst avoiding backlash, it outlines clear steps to building authentic purpose into the heart of business strategy. This book explores not only how you can find and define your brand's purpose but how you ensure that your purpose becomes an embedded part of your business rather than a mere PR stunt.

By using real-world examples across a spectrum of issues such as The Body Shop's stance on animal testing to Nike's work with Colin Kaepernick, this book offers a guide of how marketers can create positive social change through creativity and action, regardless of the sort of company they work for, and how creating this positive change is beneficial for both society and business.

Author Biography

Kian Bakhtiari is founder of The People, a creative company powered by a global community of young changemakers. Based in London, UK, he was formerly Youth Insight Lead at Dentsu and is now Advisor to UN Climate Change and One Young World Ambassador. For his contributions to marketing, he has been named one of the Top 50 Future Leaders by the Financial Times. He regularly writes about marketing through a Millennial and Gen-Z lens for Forbes CMO Network and is deeply passionate about using the power of creativity for good.