Conscious Capitalism + Marketing ROI

Seven in every ten Americans believe that businesses have an obligation to improve societal and environmental issues. As a result, consumers are making different choices: they are willing to buy from or boycott companies based on corporate values alone. Either driven by a strong belief in the Conscious Capitalism movement or by necessity to adapt to the changing marketplace, companies are making the shift towards Conscious Capitalism, and for good reasons. By focusing on a win-win approach, conscious companies gain a competitive advantage, accelerate employee engagement and therefore performance, and boost financial performance, among a long list of other benefits.While many companies understand that Conscious Capitalism is both the right and the smart thing to do, they struggle with implementation. During this session, Kent Gregoire – the Founder and CEO of Symphony Advantage, and one of the first certified consultants in conscious capitalism around the world – will help entrepreneurs establish a concrete roadmap towards a more caring way of conducting business for triple bottom line: profits, people and the planet. To do so, he will focus on one of the four tenets of conscious capitalism called stakeholders management anchored around the concept of the elimination of trade-offs.

In this session, Fran Biderman Gross, CEO of Advantages, an award winning, NY-based marketing communications agency, provides the insights to allow entrepreneurs, visionaries and integrators to get the most of their marketing efforts. To connect profit to purpose with strategic marketing is the ultimate driver of growth. Dive into the difference between tactical and strategic marketing, she identifies the key things that CEOs need marketing to do to grow their business. Connect what you do to what matters to your ideal customer becomes the lynchpin of growth. Marketing success requires keeping score and Fran highlights the importance metrics for both brand and sales and how they are related.