MARKETING MAKES A WORLD OF DIFFERENCE™
At 50, Habitat for Humanity Looks Forward: Opening the Door to What Comes Next
Fifty years after its founding, Habitat for Humanity stands at a rare intersection of legacy and urgency. What began as a bold experiment in community-driven housing has grown into a global movement that has helped more than 65 million people access safe, decent, and affordable homes. Yet, as Habitat marks this milestone, the organization is […]
The Evolution of Purpose: Ten Years of Marketing Signals Under Pressure
An INSIGHTS analysis from The Internationalist. For more than a decade, the marketing industry has debated the role of purpose. At times the concept has been celebrated as the future of brand building. At other moments it has been criticized as performative, political, or unsustainable. Both interpretations miss a more important reality. Purpose has never […]
Santa in a Bulletproof Vest: The Peace Campaign Cutting Through Holiday Noise
How Finland’s CMI Peace Foundation uses a universal icon to confront an unstable world. At a time when global conflict dominates headlines and uncertainty shapes public mood, Finland’s CMI Peace Foundation has reimagined one of the world’s most familiar symbols—Santa Claus—to deliver an urgent message about the fragility of peace. The creative boldness of placing […]
When an “Old Dog” Leads a New Purpose
How The Farmer’s Dog and Macy’s Turn Thanksgiving Into a Spotlight on Senior Pets. This year, a special four-legged icon is helping shine a light on one of the most overlooked causes in animal welfare: senior dog adoption. For the 99th Macy’s Thanksgiving Day Parade, Macy’s and The Farmer’s Dog brought back an unexpected celebrity—Freida […]
GEN MORE+: Signals in Nonprofit Marketing
What Today’s Innovative Campaigns Tell Us About the 50+ Audience… Nonprofits have always been early indicators of cultural change. With limited budgets and mission-driven mandates, they tend to innovate out of necessity, creativity, and a sense of community. Increasingly, these innovations reveal something striking about the demographic often overlooked in mainstream marketing: the 50+ population […]
How Mattel’s Nancy Molenda Is Turning 80 Years Into 80 Moments of Purpose …
Celebrating 80 Years of Philanthropy, Play, and Global Impact As Mattel commemorates its 80th anniversary, the company isn’t just reflecting on a storied past of iconic toys—it’s doubling down on a bold vision of purpose. The “80 Moments for 80 Years” campaign is a global philanthropic initiative that brings Mattel’s belief in the power of […]
Finding Juliette: When Strategic Thinking Saves a Life
A Jay Chiat Award winner that not only caught our eye—but touched our heart. The Jay Chiat Awards have long celebrated the best in strategic thinking—work that pushes boundaries, challenges conventions, and redefines how creativity delivers real-world results. Yet this year, one Gold-winning campaign from Belgium did more than inspire the marketing community. It saved […]
Breaking Barriers: Bridget Sponsky on Ally’s Bold Play for Equity and Innovation
Few brands in financial services are known for cultural relevance. But Ally Financial, under the brand leadership of Bridget Sponsky, is rewriting that narrative. In 2022, Ally stunned the marketing world by announcing its 50/50 Pledge: a promise to invest equally in men’s and women’s sports media within five years. For decades, women’s sports received […]
EACA’s Charley Stoney on #Campaign4Good: Protecting Children Online and Redefining Purpose
The EACA CEO discusses how a pan-European competition—created in collaboration with the 5Rights Foundation and supported by EU leaders—empowers young creatives to safeguard a digital future for children. Children’s online safety has become one of the most urgent issues of our digital age. The European Association of Communications Agencies (EACA), in partnership with the pioneering […]
Women’s Soccer Fans: The Audience Marketers Can’t Afford to Miss
Something extraordinary is happening in women’s soccer — and smart marketers are starting to take notice. A new study from Parity confirms that fans of women’s soccer are not only passionate but uniquely positioned to reward brands with loyalty, trust, and purchase intent. For marketers searching for an engaged, values-driven audience, the message is clear: […]