How Marketers Can Drive Social Change and Profits

Myriam Sidibe, senior fellow at the Harvard Kennedy School, says
that brands are uniquely positioned to encourage shifts in consumer
behavior that benefit individuals, communities, and the
environment. A public health expert, she has studied these types of
mission-led marketing campaigns and helped Unilever design one for
Lifebuoy soap that not only promoted hand-washing in the developing
world but also boosted the business's bottom line. She explains how
companies of any size can find the right causes, craft authentic
messages, and measure the return on their investments, adding that
the current pandemic and economic crisis have made this work even
more important. Sidibe is the author of the HBR article "Marketing
Meets Mission."