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How can marketing leaders drive real social change, not just publish another glossy purpose statement?
In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Caroline Taylor OBE, Chair of Oasis Community Learning, and Jack Lowman, Chief Social Change Officer at Sense.
Together, they unpack how marketers can move beyond “purpose washing” and use marketing skills to deliver genuine social impact, whether you’re in a big corporate, an agency, or the nonprofit sector.
Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
Creators and Guests
What is CIM Marketing Podcast?
The official podcast of The Chartered Institute of Marketing.
We spotlight actionable strategies, highlight best practices, and source expert opinions to help you elevate your marketing game. Whether you're focused on digital marketing, content creation, SEO, strategy, or something else entirely, we’ve got you covered.
Get the latest news, trends, and insights from across the industry. Hosted by Ben Walker, this podcast offers accessible, relevant discussions on the big issues impacting marketing today.
This podcast is your essential resource for staying ahead of the curve.
Jack Lowman
In working in the private sector to nonprofit is obviously a big shift, but also the shift working just running a marketing comms team versus running a social change team. The big shift for me is trying to unlearn to use your, your word there, Ben, trying to unlearn that delivering your plan is success. So I spent a lot of many years leading marketing and comms teams, where you, you promise a plan and a budget, and you spend all year working to deliver that, because internal stakeholders and reporting structures, etc. And that's good, and if that's delivering organisational objectives, that all feels quite sensible. This move into social change is that you're trying to impact something way bigger than what sometimes your organisation can even define, and so delivering a plan that's been defined 12 months prior isn't always success. Actually, the external environment is telling you that you need to do something different. There'll be factors that are beyond your control. I mean, you need to pivot in different directions, and the leadership of a social change function is actually about saying we will do whatever it takes to create the change that we need to create, and if that means having to resell another plan back to the board, we'll have to do that if it means negotiating for extra funds from elsewhere to invest in certain areas, we'll do that, but it's being so on top of I'll be focused on the right things. Do we have a plan that's going to get us to the end result? So, not a deliverable marketing plan, but social change, you know, and holding that responsibility of those that we're here to represent and support and work alongside, that's been really interesting for me, that actually it's always both eyes on the outcome.