Exploring the Evolution and Next Frontier of Brand Purpose at the 2020 World Economic Forum 

Weber Shandwick Chairman Jack Leslie returned to Davos last week for the 2020 World Economic Forum, an annual gathering of leaders from the private and public sectors to discuss pathways to advancing critical social and business issues. This year, Leslie participated in two sessions that explored the evolution of brand purpose and what it means for companies today.

At the Female Quotient’s (“FQ”) Equality Lounge, Leslie moderated a discussion on the changing expectations for brands to have purpose beyond their bottom line, with the panelists exploring how companies can develop and live their values, and collaborate for industry and societal transformation. The panel, “From Profits to Purpose: Why Companies Have a Responsibility Beyond Their Bottom Line,” featured Carolyn Everson, vice president of Global Marketing Solutions at Facebook*, Kelly McGinnis, senior vice president and chief communications officer at Levi Strauss & Co.* and Valerie Keller, co-founder and CEO of Imagine.

 

A recording of the session is available here.

Weber Shandwick also partnered with The Holmes Report and Wipro to host a discussion about how companies can build trust by putting purpose into action, with a panel titled “From Values to Action: Brand Purpose as a Reputation Driver.”

 

In opening the panel, Leslie shared a driving thought for the discussion: “The delta for risk is the gap between the purpose that you articulate and what actions you actually take.”

 

He was joined by fellow senior communications and marketing experts, Bea Perez, chief public affairs, communications and sustainability officer, The Coca-Cola Company*, Miki Tsusaka, chief marketing officer, Boston Consulting Group* and Joan Stone, chief communications officer, VMware*.

 

Click here to watch a recording of the session.

 

*Denotes Weber Shandwick client.