Marketing for Social Change How to Turn Purpose Into Business and Social Impact
Marketing for Social Change by Kian Bakhtiari, published by Kogan Page in 2024, is a practical guide that addresses the evolving role of brands in today’s socially conscious landscape. With 256 pages, this edition emphasizes the necessity for businesses to adopt a purpose-driven approach in order to engage meaningfully with social and environmental issues. The book outlines actionable steps for integrating authentic purpose into business strategies, moving beyond superficial marketing tactics.
Readers will find insights on how to define and embed a brand’s purpose within its core operations, supported by real-world examples from various companies. The text discusses the importance of creativity and action in fostering positive social change, highlighting case studies that illustrate effective marketing strategies. Topics such as business culture, ethics, and public relations are explored, making this book relevant for marketers seeking to align their efforts with broader societal goals.
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WINNER: Goody Business Book Award 2024 – Marketing – Communications and PR
Business as usual is not an option anymore. We need a new way of doing things and brands can no longer afford to stay silent on important social and environmental issues.
With more consumer and legal scrutiny than ever before, brands need to work hard to ensure they embrace purpose in a long-term, sustainable and authentic way in order to actually create the social change they say they support. This is where Marketing for Social Change comes in. A deeply practical guide on how brands can take meaningful action whilst avoiding backlash, it outlines clear steps to building authentic purpose into the heart of business strategy. This book explores not only how you can find and define your brand’s purpose but how you ensure that your purpose becomes an embedded part of your business rather than a mere PR stunt.
By using real-world examples across a spectrum of issues such as The Body Shop’s stance on animal testing to Nike’s work with Colin Kaepernick, this book offers a guide of how marketers can create positive social change through creativity and action, regardless of the sort of company they work for, and how creating this positive change is beneficial for both society and business.
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