10 Years of Leading with Purpose

Marmalade is 10 years old!

I am so proud to have been on this journey, and even prouder of our work to create a more sustainable future through the partnerships we have forged, the stories we have brought to life, and our collaboration with incredible clients to activate their purpose.

When I founded Marmalade 10 years ago, I wanted to find meaning in the work I did, and to create an outlet for others to do the same. To leverage the power of people, partnerships and creative storytelling to problem solve and change the world for the better.

For businesses back then, doing good was about honouring the CSR commitments that existed alongside their core business, but things have progressed. Purpose is moving to the heart of the business, and the role businesses have to play.

I have travelled the globe and seen first-hand the positive impact businesses can make on communities and the environment. From the women entrepreneurs I met in Kenya who run water kiosks to fund their children through school, to the women in Brazil running recycling plants that employ the homeless, the brands who enabled this demonstrated their ability to lift communities into economic prosperity using their know-how and resources.

Along my journey, I have had the opportunity to mentor leaders of the future who use AI and tech for good. These people have inspired me. They show that regardless of social background, wealth, or even health, anyone can make a positive contribution to society, and it’s a mindset that’s infectious and spurs others on.

Now, as the world realises we need major change the challenge continues - to inspire action, to change the way we live and to encourage others to do the same.

There is a role for brands to step up as changemakers with the means to shape and influence. To serve a new purpose beyond just profit and in doing so help create a more sustainable future.

From thought-leadership and encouraging individual action, to supporting environmental or social innovation, increasingly consumers value the positive impact that brands make when deciding who to buy from - and when we consider a growing number of us are ready to pay a premium to those doing good, it is clear we are using our impact on the bottom line to evolve brands into changemakers, providing a blueprint for how we expect them to operate.

Similarly, as we begin to change what we value, investment will follow purposeful businesses in a shift from mass consumerism to those doing good. Businesses who grasp this, who transform themselves to serve people, planet and profit, have a once in a lifetime opportunity to energise their brand, their people, and consumers around a greater challenge that truly engages.

As a purpose-driven agency of 10 years, we have been on this journey with our clients, to share their social impact and sustainability stories through content that really inspires. That rallies stakeholders around a vision, that creates pride and advocacy in the good a brand does, that leads and makes a difference.

From our work with EY striving to Build a Better Working World, to HSBC UK and Change Please looking to break down barriers in society and provide financial inclusion, we work with amazing people and brands, innovating to make the world a more sustainable, fair and inclusive place to live.

With the recent events at COP26 I hope you have an opportunity to think about your businesses and we get a chance to help you on your journey, winning the hearts and minds of your consumers, your suppliers, your people and shareholders, helping put your business firmly on the road to making change.

My journey with Marmalade is now 10 years young and I look forward to helping more inspirational people and businesses make an impact this next decade.

Wishing you and your family a wonderful 2022 from myself and the Marmalade team,

Claire

Marmalade

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