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Edition 1 | 2019 EDITION 1 | 2019 - 2020 FROM THE HOSTS | DECEMBER 2020 With this first edition of insights from Purpose 360, you will find powerful ideas from our interviews with 25 guests to apply along your purpose journey. While this eBook largely includes Purpose 360 episodes recorded pre-pandemic, we added more recent guests including AB Inbev, Procter & Gamble, Tata Consultancy Services, Lineage Logistics, and Mars Inc. to showcase how an authentic purpose guided these organizations to swift, decisive action throughout COVID-19. We trust the 75 insights within will provide inspiration and direction for any organization or individual as you discover, define, embed, and activate purpose. If 2020 has taught us anything, it is that purpose can be an extraordinary “north star” in times of crisis. By remaining true to values, listening to stakeholder needs, deeply supporting employees, and embracing radical innovation, we will emerge from this stronger. Together, we can advance the important and impact of purpose as organizational and brand strategy. Until then, we ask: What is your purpose? PURPOSE 360 PODCAST CAROL CONE CHRIS NOBLE Purpose 360 was created to elevate and illuminate the leading companies, brands, NGOs, and individuals in CEO CEO the field of purpose. Since launching in late 2018, hosts Carol Cone ON PURPOSE Matchfire Carol Cone and Chris Noble have interviewed nearly 60 organizations on the purpose journey, from growing social enterprises to multi-national, multi-billion-dollar conglomerates. Listeners have called it a “masterclass” in social and business purpose. Contents MICHAEL SNEED PABLO JIMENEZ ZORRILLA EILEEN HOWARD BOONE 21 05 Executive Vice President of Global Corporate Former Global Vice President Reputation & 13 Senior Vice President of Corporate Social Affairs and Chief Communications Officer Communications Responsibility and Philanthropy, President Johnson & Johnson AB InBev CVS Health Foundation CVS Health 07 CATHERINE HERNANDEZ-BLADES 23 LAURA KOHLER Former SVP, Chief ESG and 15 JONATHAN PROPPER Senior Vice President of Human Resources, Communications Officer Founder and CEO Stewardship and Sustainability Aflac Dropps Kohler Co. 09 KIRK MYERS 17 PAUL LINDLEY 25 MIKE PEPPERMAN Director of Sustainability Founder and Former Chairman Former Manager of Corporate Social Alaska Airlines Ella’s Kitchen Responsibility and Community Relations LG TONY CERVONE KATHY ROGERS 19 11 Former Senior Vice President of Global SEAN VANDERELZEN + Executive Vice President, Communications 27 MEGAN HENDRICKSEN Western States Region General Motors Chief Human Resources Officer + Vice American Heart Association President, Marketing & Communications Lineage Logistics Contents, cont. 29 JIN MONTESANO 39 DAMON JONES 47 GARY HIRSHBERG Chief Public Affairs and People Officer Chief Communications Officer Co-founder and Chairman LIXIL Procter & Gamble Stonyfield Organic ANDY PHAROAH BALAJI GANAPATHY 31 ALEX THOMPSON 49 Vice President Corporate Affairs and 41 Chief Social Responsibility Officer Sustainability Former Vice President of Brand Stewardship Tata Consultancy Services Mars Inc. and Impact REI BOB LANGERT ATLANTA MCILWRAITH 33 HENK CAMPHER 51 Former Vice President of Corporate Social 43 Senior Manager Community Impact Former Vice President of Brand and Responsibility and Sustainability Timberland Communications McDonald’s Salesforce.org 53 KATHLEEN DUNLOP 35 HEATHER NESLE 45 JIM KING Global Brand Vice President Vice President, Corporate Responsibility Executive Vice President & Chief Unilever President, New York Life Foundation Communications Officer, President of Vaseline Brand New York Life Insurance Company Scotts Miracle-Gro Foundation Scotts Miracle-Gro WILLIAM BROWNING JESSE LAFLAMME 55 37 Senior Vice President and Chief CEO Transformation Officer Pete and Gerry’s Organic Eggs United Way Worldwide PURPOSE 360 AB INBEV BREWING A BETTER WORLD Formed through the union of Anheuser-Busch and InBev in 2008, beer giant AB InBev represents more than 500 brands sold across 100 countries, including Budweiser, Corona and Modelo. With revenues in excess of $54 billion, the company employs more than 175,000 people around the world. PURPOSE "Bring people together for a better world.” AB InBev’s purpose journey began with a simple yet powerful question. In 2008, during a Q&A at a university to identify candidates for the company’s Global MBA program, a student asked CEO Carlos Brito: “What would the world miss if your company did not exist?” “This resulted in really thoughtful discussions and soul-searching,” Jimenez says. “We came to the conclusion that what is really authentic to beer is to bring people together.” From this realization came the company’s purpose and a set of 10 value Pablo Jimenez-Zorrilla principles that inspire AB InBev’s culture. Ownership is a key component of these 10 principles. As Jimenez explains, “owners take results personally,” and this element of personal connection drives the company’s approach to everything from environmental sustainability to community engagement. Former Global Vice President Case in point: When Budweiser set out to brew with 100 percent renewable energy Reputation & Communications by 2025, it didn’t keep it to itself or share with a select few outlets focused on AB INBEV sustainability. It turned the mission into a way to get millions of customers talking about climate action. 5 PURPOSE 360 AB INBEV The brand is more than halfway toward its goal, and each bottle and can of Budweiser includes a renewable energy symbol to share the mission with beer-lovers the world over. “We sell about 41 million Budweisers around the world every day,” Jimenez says. “This means we can prompt up to 41 million organic conversations and inspire our consumers to drive the right conversations to CATEGORIES make change.” In another example, since 1988, Anheuser-Busch brands have converted their canning lines Culture, Behavior & Values from beer to water in response to natural disasters. “It is something that is very authentic to who we are,” Jimenez says. “We’re in a good position to help our communities, and this makes Brand & Marketing us very proud.” But AB InBev’s focus on ownership doesn’t mean the company is content to go it alone. Just take the 100+ Accelerator, launched last year to support AB InBev’s ambitious set Sustainability of 2025 sustainability goals with a focus on partnership and lifting up bright ideas from outside the company. The company also works with the World Health Organization on its Global Smart Drinking Goals to promote positive behavior and better alcohol literacy. “No one can do it alone,” Jimenez says, “and partnerships are absolutely essential for driving real change at scale.” Insights YOUR PURPOSE MUST BE TRUE TO YOU COME TOGETHER THROUGH CULTURE INSPIRE OTHERS ”When we decided to bring our purpose into “Culture has to be a unifying element,” Jimenez “Look for areas where you can move your life, we identified that we have to be true to advises. “For you to be successful in that effort, employees and create the rallying cry,” Jimenez ourselves,” Jimenez remembers. ”The only way for you have to communicate it very clearly. You suggests. “You also have the capacity to inspire you to adopt a purpose that stands and that sticks have to show, through behavior, what you really your consumers and connect your purpose to your over the years is to do something that is authentic mean by your culture. And it has to be based on brands. This is really the next frontier.” to your brand and to your company, matters to simplicity and common sense, because that’s the your consumers and inspires your employees, only way you can actually make this culture stick, and, of course, is aligned to your business.” irrespective of geography or the moment in time.” 6 PURPOSE 360 AFLAC EVOLVING A LONG-TERM COMMITMENT Founded in 1955, Aflac insures more than 50 million people in the U.S. and Japan, with a market capitalization of $36 billion. The company was founded by three brothers who watched their father pass away from cancer and the financial, as well as emotional, toll it took on their mother. Dan Amos, son of co-founder Paul Amos, has served as CEO of Aflac since 1990 and upholds the company’s commitment to help families cope with cancer and fight to find a cure. In 1995, Ansley Riedel was battling cancer, and her parents were told they had to travel from Atlanta to Seattle, Washington, to receive life-saving treatment for their daughter. In response, Ansley’s mother took it upon herself to start fundraising for Children’s Healthcare of Atlanta (CHOA), the hospital where Ansley was receiving her treatments locally. She approached Aflac CEO Dan Amos, told him her daughter’s story and asked for a $25,000 donation to help CHOA update the floor where children were being treated for cancer. Shocked that parents like the Riedels were forced to travel across the country to obtain Catherine Hernandez-Blades the treatment their children need, Amos offered a $3 million donation on the spot, beginning Aflac’s more than 23-year commitment to pediatric cancer, through which it has since donated over $130 million. Now, more than 20 years later, Ansley works as a nurse at the since-renamed Aflac Cancer Center in Atlanta—one of countless young Former Senior Vice President, people who have reclaimed their lives thanks to the critical treatments it provides. “I Chief ESG and Communications Officer have chills every time I tell the story,” says Catherine Hernandez-Blades. My Special Aflac Duck, a social robot and comforting companion for children with AFLAC cancer, builds on the company’s already inspiring commitment. This iteration of Aflac’s famous mascot, developed in partnership with purpose pioneer Carol Cone, is now in 7 PURPOSE 360 AFLAC the arms of more than 8,000 children in the U.S. and is set to debut in Japan in 2020. Developed over 18 months by the R&D workshop Sproutel, My Special Aflac Duck includes CATEGORIES features specially designed for children with cancer, including an emoji function to help kids let healthcare staff know how they’re feeling each day and virtual reality apps that Signature Programs provide a needed escape.
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