Marketing Mix Examples

Until we marketers move away from solely focusing on commercial metrics of success, we are never going to stop harming society and the environment. And communicating a company's sustainability credentials does not mean you have moved away from commercial myopia, it just means you are probably at a higher risk of greenwashing! You look at the marketing media, the reporting toolkits we have, the way effectiveness is measured, the way awards are judged and how the C-suite determines whether we have been a success and you can completely see why we are stuck in this rut because success is only seen through the eyes of monetary value driven. But this commercial myopia is coming at the cost of the environment and society. Our own operational impacts, our brand's brainprint and the advertised emissions to name but a few are leaving a trail of destruction behind us. If we are going to become a function that becomes a force for good then we need to redefine what success looks like across people, planet and profit. We need to have KPIs in place that ensure we drive positive environmental and societal impact as well. This could mean aligning with our company's wider sustainability objectives if they exist but if not, it doesn't mean the journey cannot be started. If you want to identify what impacts your marketing function is actually having on the society and environment at the moment, then doing a full assessment of it against the United Nations Sustainable Development Goals framework is fundamental in giving you a full picture. We go into this in full detail of how to do this in our book. The next step is driving the message and change forward in how awards are judged, how we determine what effectiveness actually means, what the marketing media reports in terms of what good looks like and how we report on our new metrics for success. #marketing #advertising #sustainablemarketing #commercialmyopia

Have you ever thought about how fragile a brand's reputation can be? Warren Buffett once said, "It takes 20 years to build a reputation and five minutes to ruin it." He couldn’t have been more right. Take Volkswagen, for example. Their emissions scandal not only damaged their bottom line but shattered the trust they had built with millions of customers. The result? A global outcry, plummeting sales, and a brand left scrambling to rebuild. Now, think about your brand. Whether it's a small business or a corporate giant, how do you align your reputation with your sustainability goals? The key is not just to talk about doing good, but to show it with genuine action. Customers today are savvy; they see through greenwashing and demand authenticity. According to a 2023 survey by Edelman, 63% of consumers choose to buy from companies they believe are making a positive impact on society . Let’s look at Arm & Hammer—an iconic brand founded in 1847. They recognized a growing consumer interest in sustainable products and leaned into it. Instead of jumping on a trend with flashy marketing, they highlighted the environmental benefits of their baking soda—a product they've sold for over 175 years. It wasn’t just a smart move; it was an authentic extension of their legacy. And it worked. So, ask yourself: Is there a social or environmental issue your brand can genuinely support? Whether it’s reducing waste, cutting carbon emissions, or engaging in fair trade practices, aligning these efforts with your core business makes all the difference. For example, if you’re in the furniture business, consider sustainable sourcing of wood and contributing to reforestation efforts. Your actions should resonate with what your customers already associate with your brand. It’s not about being perfect—it’s about being honest and transparent. Admitting what you’re doing well and where you can improve goes a long way in building trust. And trust? That’s the foundation of loyalty. How does your brand's sustainability story unfold?

From selling product features to human outcome. The more I dive into #Sustainability and #ESG, the clearer it becomes how interconnected it is with #Brandmarketing. One essential topic being discussed is the shift from CSR to CSV – Creating Shared Value; and as I reflected on some case studies, it hit me: many big companies have made the shift already, even if they don’t call it that. Take financial institutions for example, with zero/low-interest loans to small businesses, they provide access to finance, fuel entrepreneurship, and strengthen communities, all while creating loyal customers and long-term growth for the business. But here’s the gap: 𝐭𝐡𝐞 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐢𝐬 𝐨𝐟𝐭𝐞𝐧 𝐰𝐫𝐨𝐧𝐠. Most times, marketing focuses on the numbers - interest rates, percentages, repayment terms. Important? Yes. But inspiring? Not quite. What customers, stakeholders, and communities want to see is the impact. How did that loan help a small business expand its shop? How did it empower a farmer to invest in better tools? How did it create jobs for young people in a community? Those are the stories that make shared value real and relatable. Yes, people may notice the figures, but they connect with transformation. At the end of the day, shared value isn’t just about products or services. It’s about showing how those offerings solve real problems, unlock opportunities, and build stronger societies; and that’s the message brands need to start selling.

Purpose and profit can absolutely go hand in hand. Some of the latest conversations from the INSIGHTS podcast series sparked great reflections on this idea, and I wanted to explore it further. The strongest examples of corporate responsibility today show that doing good for society and creating value for the business are not competing agendas when the work is structured, measured, and sustained over time. IKEA reduced paint drying time for some kitchen fronts from 45 minutes to 1 minute, while cutting paint waste by 20%, reducing CO₂ emissions by 30%, and saving 20 tons of paint annually in one production line. Natura reduced absolute carbon emissions by 10.2% in 2025 and reached 29% post-consumer recycled content in packaging, exceeding its 25% target one year ahead of schedule. Kantar’s 2026 Consumer-Led Sustainability Brand Ranking, based on 18,000 consumers across 12 markets and 2,100 brands, reinforces that sustainable brand growth depends on being meaningful, credible and relevant. It also highlights how fragile trust has become after repeated greenwashing scandals. That is the real shift. Social impact is no longer judged only by what companies publish in annual reports. It is also shaped by what consumers learn on social media, what they hear from others, and what communities can actually see. There is also an internal effect that deserves more attention. Research published in Frontiers in Psychology found that employees in companies with corporate volunteering programs reported higher engagement, more energy, stronger dedication, and greater perceptions of autonomy and support from coworkers and supervisors. Reputation is being built in public. Credibility is being tested by consumers. Culture is being reinforced from the inside by employees who choose to give their own time. But we still need more proof points on the board. More examples that help leaders strengthen the vision that doing good for society and doing good for the company can absolutely coexist when purpose is translated into structure, discipline, partnerships and measurable impact. Sources: Inter IKEA Group; Natura Investor Relations; Kantar; Frontiers in Psychology.

Unlock the Power of Purpose-Driven Marketing: A Strategic Partnership between B2B Marketers and CSR Leaders 🌟 In today’s competitive landscape, B2B marketers at medium and large enterprises face the dual challenge of improving marketing campaign ROI while also meeting the growing expectations for businesses to contribute positively to society. The secret to navigating this challenge? Purpose-driven marketing through strategic partnerships with CSR leaders. Imagine every marketing campaign you launch not only driving sales but also showcasing your company’s commitment to social responsibility, sustainability, and positive change. This is not just a vision; it’s a tangible opportunity to differentiate your brand, deepen customer relationships, and enhance brand loyalty, all while contributing to causes that matter. Here’s how B2B marketers can collaborate with CSR leaders to harness the power of purpose-driven marketing: 1. Integrate Social Impact into Your Value Proposition: Work with CSR leaders to identify causes aligned with your brand values and customer interests. Highlighting these initiatives in your campaigns can significantly boost customer engagement and brand perception. 2. Leverage ScaleWith’s Social Impact Copilot: Identify and implement CSR initiatives seamlessly within your marketing campaigns. This AI assistant can help you navigate the complexities of aligning social impact with business goals, ensuring a smooth integration into your marketing strategy. 3. Showcase Real Impact Stories: Consumers are increasingly skeptical of superficial claims about social responsibility. Partner with CSR leaders to share authentic, compelling stories of the impact your company is making. This transparency builds trust and fosters a deeper connection with your audience. 4. Evaluate and Optimize Campaign Performance: Continuously monitor the performance of your purpose-driven campaigns against traditional campaigns to measure the ROI. This data will not only prove the value of integrating social impact into your marketing strategy but also provide insights for future campaigns. 5. Empower Sales Teams with Purpose: Equip your sales team with stories and data that reflect your company’s CSR efforts. This added layer of value can be a significant differentiator in the sales process, potentially increasing win rates and deal sizes. Incorporating CSR into your marketing efforts offers a win-win scenario: boosting your campaign ROI while making a positive impact on the world. As B2B marketers, you have the unique opportunity to lead this charge, creating a synergy between marketing excellence and corporate social responsibility that propels your brand to new heights. Connect with your CSR leaders today and start building campaigns that not only sell but also tell a story of meaningful change and purpose. #PurposeDrivenMarketing #CSRinMarketing #B2BMarketing #BrandImpact #SustainableBusiness

Corporate Social Responsibility (CSR) is no longer just a “nice to have”—it’s become a business essential. A recent study by Nielsen revealed that 66% of global consumers are willing to pay more for products from companies committed to positive social and environmental impact. This isn’t a passing trend; it’s a shift in how businesses are expected to engage with the world. Consumers today are not just looking for great products—they want to align with brands that share their values. Brands like Patagonia, for example, have built an incredibly loyal customer base by staying true to their commitment to environmental sustainability. Their "Don't Buy This Jacket" campaign, which encouraged consumers to consider the environmental cost of purchasing, led to increased sales—not a decrease. Why? Because authenticity matters. When brands take bold stances and back them with meaningful actions, consumers take notice. The benefits of CSR go far beyond customer loyalty. Employees, too, are drawn to companies that are making a difference. According to Cone Communications, 64% of millennials won’t take a job if a company doesn’t have a strong CSR program. And those that do are more engaged, more productive, and more likely to stay long-term. The business case is clear. CSR is a powerful tool for differentiation, but it must be genuine and rooted in real, impactful actions. If CSR becomes a buzzword or a checkbox on a list, it will fall flat. It’s not enough to just donate to a cause or implement a green initiative—you need to build it into the core of your business practices. What’s been your experience with CSR in your business or as a consumer? Have you seen a tangible impact on customer loyalty, employee engagement, or brand reputation? Let’s hear your thoughts in the comments! Lauren Pedersen Sebastian Kuhnert Dave Samuelsen Tom Wachsmann Gary Vaynerchuk Anna Larson Scott Rauch Rémy Gogoll Audry Torrence

A few days ago, I discussed how #CSOs are emerging as vital organizational players and trusted advisors to #CEOs. However, it's also essential to understand how they can support their #CMOs in creating differentiated brands and enhancing the organization's overall #reputation.           In a world where brands are increasingly greenwashing, it can be challenging for organizations and their CMOs to define strategies for leveraging authentic sustainability efforts. A 2023 Deloitte survey of 1,015 CMOs suggests a "be, say, do" approach as the key to success.          (Be) Internal Practices First - CSOs are critical in aligning stakeholders on sustainability objectives, benchmarking against peers, identifying performance gaps, and progressing towards ambitious NetZero goals. By connecting excellence in sustainability performance to messaging with certifiable data, CSOs enable CMOs to drive internal sustainability communications that resonate with authenticity and credibility.      (Say) Communicating Company Values Externally – The CSO can work with the CMO to take that internal communication and effectively package it with insights for external stakeholders to tell a compelling sustainability story. Together, they identify the most significant sustainability metrics aligned with the organization's understanding of its customer base and integrate sustainability and digital marketing tools for seamless external communication.      (Do) Developing External Practices Aligned to Values - CSOs collaborate with CMOs to extend sustainability concepts to sales, partners, and suppliers. Initiatives like carbon footprint reduction and waste minimization are done within a partner ecosystem that includes customers and suppliers, yield financial benefits, and contribute to planetary well-being.      Danone is a brand that has successfully implemented sustainable practices in its business operations. Their focus on the importance of food systems and agricultural transformation to tackle climate-related crises is evident.    In 2022, they appointed Henri Bruxelles, a senior leader with a strong background in marketing as CSO to connect value creation with value articulation. Their ambitious climate targets, including methane reduction, water preservation, and regenerative agriculture, are part of their sustainability roadmap, “The Danone Impact Journey.”     They aim to embed sustainability in every aspect of their business to become more resilient, future-fit, and competitive. As a result of their consistent and focused sustainability actions, Danone has achieved a Triple A score for the three environmental areas covered by #CDP: climate change, forest preservation, and water security, making them one of only ten companies to do so.     If you are a CMO, I would love to hear about your aspirations and challenges in building authentic #Sustainability/ #ESG narratives. 

𝐖𝐞 𝐚𝐥𝐥 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐠𝐫𝐨𝐰 𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬, 𝐛𝐮𝐭 𝐝𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐭𝐡𝐚𝐭 𝐜𝐡𝐚𝐦𝐩𝐢𝐨𝐧𝐢𝐧𝐠 𝐬𝐨𝐜𝐢𝐚𝐥 𝐫𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐜𝐚𝐧 𝐛𝐞 𝐚 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲? In today's market, consumers are more informed and socially conscious than ever. They don't just buy products or services; they buy into the values and mission of a brand. Companies that prioritize social responsibility—whether through sustainability efforts, community engagement, or ethical business practices—often stand out in a crowded market. But how does this translate into growth? 1. 𝑩𝒖𝒊𝒍𝒅𝒔 𝑻𝒓𝒖𝒔𝒕: When your business is seen as socially responsible, it builds trust with your audience. Trust leads to loyalty, and loyalty leads to long-term customer relationships. 2. 𝑬𝒏𝒉𝒂𝒏𝒄𝒆𝒔 𝑩𝒓𝒂𝒏𝒅 𝑰𝒎𝒂𝒈𝒆: Aligning your brand with a cause can enhance your image and make your business more appealing to a broader audience. People want to support companies that are making a positive impact. 3. 𝑨𝒕𝒕𝒓𝒂𝒄𝒕𝒔 𝑻𝒂𝒍𝒆𝒏𝒕: Employees, especially younger generations, want to work for companies that are doing good in the world. By championing social responsibility, you attract top talent who are passionate about your mission. 4. 𝑩𝒐𝒐𝒔𝒕𝒔 𝑬𝒏𝒈𝒂𝒈𝒆𝒎𝒆𝒏𝒕: Socially responsible initiatives often resonate deeply with audiences, leading to higher engagement on social media and other marketing channels. 5. 𝑫𝒓𝒊𝒗𝒆𝒔 𝑰𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒐𝒏: When you commit to ethical practices, it often drives innovation within your company. This can lead to new products, services, or ways of doing business that differentiate you from competitors. Incorporating social responsibility into your marketing strategy isn't just a trend—it's a long-term investment in your brand's future. 𝙿.𝚂.: 𝚆𝚑𝚊𝚝 𝚜𝚘𝚌𝚒𝚊𝚕 𝚛𝚎𝚜𝚙𝚘𝚗𝚜𝚒𝚋𝚒𝚕𝚒𝚝𝚢 𝚒𝚗𝚒𝚝𝚒𝚊𝚝𝚒𝚟𝚎𝚜 𝚊𝚛𝚎 𝚢𝚘𝚞 𝚙𝚊𝚜𝚜𝚒𝚘𝚗𝚊𝚝𝚎 𝚊𝚋𝚘𝚞𝚝? 𝚂𝚑𝚊𝚛𝚎 𝚒𝚗 𝚝𝚑𝚎 𝚌𝚘𝚖𝚖𝚎𝚗𝚝𝚜—𝙸'𝚍 𝚕𝚘𝚟𝚎 𝚝𝚘 𝚑𝚎𝚊𝚛 𝚑𝚘𝚠 𝚢𝚘𝚞'𝚛𝚎 𝚖𝚊𝚔𝚒𝚗𝚐 𝚊 𝚍𝚒𝚏𝚏𝚎𝚛𝚎𝚗𝚌𝚎! #20daylinkedinchallengewithhaoma #Career Development #Marketing #growth

Twenty years ago today, former Walmart CEO Lee Scott delivered his now-legendary “Twenty-First Century Leadership” speech — calling on business to be a force for good. Today, we gathered to celebrate and recommit ourselves to continuing that legacy. Lee Scott redefined what corporate leadership could look like: bold, transparent, moral, and accountable. In the context of marketing, we’re not doing enough. Research shows that digital marketing produces more carbon emissions than the aviation industry. Data centers — powering everything from websites to social media and ad delivery — account for 2.5% of global CO₂ emissions, compared to 2.1% from the entire aviation industry. That means every digital impression, video stream, and algorithmic bid carries an environmental cost. The good news? Practical starting points exist: 💡 We can decarbonize our media supply chains, eliminate waste, and integrate sustainability into how we plan, buy, and measure campaigns. 💡 We can compress digital creative assets to lower data-center energy use. 💡 We can streamline media tech stacks to reduce redundant ad calls. 💡 We can build sustainability criteria into partner selection. 💡 We can shift campaign flighting toward off-peak energy periods. At Sam's Club we certainly don’t have all the answers. We’re learning, and we need your help… If you’re leading or testing solutions in this space — what’s working? What isn’t? Let’s share ideas, accelerate learnings, and hold ourselves accountable to what this moment requires. #Leadership #Sustainability #Marketing #Purpose #DigitalResponsibility #Innovation #AdNetZero #FutureOfWork

CSR isn’t just philanthropy - it’s a growth strategy when done right. Some companies are proving that social impact and business success can go hand in hand! 🚀 Flexport → Used its logistics expertise to ship 56M Pounds of Aid reinforcing its market leadership and reducing churn by 60% in 23+ countries. 💬 Twilio → Co-developed crisis hotlines and digital contact centers for 20k+ non profits and have strengthened their core business while reaching 546M people. 📈 Salesforce → The 1-1-1 model (donating 1% equity, 1% products, 1% time to social causes) drives brand trust, talent attraction, and community ties. 💻 Microsoft → AI for Earth & AI for Accessibility investing in tech solutions for climate change, healthcare and education opening new markets, forge government partnerships, and reinforce Microsoft’s AI leadership. The Takeaway? Strategic CSR leads to: ✅ Stronger brand trust ✅ Market expansion & partnerships ✅ Higher employee & customer retention CSR isn’t a side project—it’s a business accelerator. Which companies do you think are nailing this? 👇