Conference: Oct 5-6
Workshops: Oct 7
Beyond the Backlash: How to Reach for More and WIN While the World Stands Still
Lola Bakare (CMO Advisor & Inclusive Marketing Strategist, be/co)
Date: Monday, October 5
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Session
Audience Level:
Intermediate
Track:
Purposeful Marketing
Vault Recording: TBD
Audience Level: Intermediate
The world stands still. Budgets get scrubbed. Briefs come back softer than they went out.
Meanwhile, Hellmann's took a public beating from an activist investor who FELT like food waste was losing the plot… and grew by roughly a third over the two years that followed. e.l.f. defended its board diversity work on CNN and posted its 26th consecutive quarter of net sales growth. Certified Inclusive beauty brands are growing 1.8x faster for the third year running. Feelings aren't facts.
Lola Bakare, author of Responsible Marketing and creator of the #responsiblemarketing movement, brings the receipts and the practice. Learn the Triple Top-Line Flywheel as a filter for what you make, unlearn the retreat habits dressed up as caution, and relearn how to say the thing… strategically, inside your own organization.
Takeaway
- The Triple Top-Line Flywheel as a filter for what earns a spot on your content calendar — real social impact, real reputation impact, real commercial impact
- Four content territories with receipts attached: solve real problems, tell real stories, create real opportunities, influence real policies. Worked through Delta Faucet, Advil, Levi's × COLORS, Sephora × the 15% Pledge, and Dove × the CROWN Act
- The internal advocacy toolkit: unsilence your voice, speak with precision, make compliment sandwiches, adopt a partner posture, make it personal
- How to get it wrong… the right way: apologies over fauxpologies, less suspense and more repentance, less corporate fragility and more consumer intimacy