Brand Purpose: Charity Friend or Foe? – A Masterclass with Weber Shandwick

‘Brand purpose’ sets out how a company intends to change the world for the better and it’s a hot topic.  In today’s world – and with the rise of Gen Z ‘The Purpose Generation’ –big brands and corporations are becoming increasingly socially and environmentally aware. Global giants like Unilever are building purpose into their proposition, but what does this mean for the charities on the front line?

Is this a great opportunity for our sector or do charities need to tread carefully before aligning themselves with big brands?

Learning Outcomes 

This masterclass will provide insight and answers to the questions outlined below:

• What does the explosion of brand purpose really mean for charities? 
• The do’s and don’ts: what can we learn from the brands authentically leaning in and getting real engagement? 
• Looking ahead: what are brands focusing on in 2020; where should charities concentrate their efforts? 

The training will be followed by mentoring and discussion groups. You will be allocated a group based on your charity’s focus and join other attendees with a similar charitable focus (e.g health, youth etc.)  to get advice from marketing and communications experts on how charities and brands can collaboratively build innovative projects that authentically amplify social purpose and impact.

Level

This event is  aimed at charity professionals who have communications as part of their job role and senior leaders who are interested in developing their organisation’s communications and/or partnerships.  

Please note that places will be served on a first come first served basis.