Changemakers – how Scotland’s marketers are driving purpose and impact

In 2024, the word impact in business goes beyond sales figures and brand recognition. Modern marketers are being called upon by consumers to address wider societal issues, from sustainability to inclusivity and diversity, and consider how their strategies can drive positive, long-lasting change.

As companies increasingly look for ways to align their strategies with broader societal goals, marketers have the chance to lead the charge, demonstrating that purpose and profit are not mutually exclusive.

The Marketing Society Scotland continues to be at the forefront of these conversations, with the Changemakers Conference bringing attendees from across the UK, Singapore and more, a mix of keynotes, panel discussions and interactive sessions, all designed to be thought provoking and inspire action. Highlights include:

Maximising Brand Impact through Sustainability: Zoisa North-Bond, CEO of Octopus Energy Generation & Octopus Energy for Business, will share how sustainability can drive brand success and customer loyalty by aligning marketing efforts with eco-conscious values;

Delivering Impact: The Deliveroo Story: Michelle Lavipour will share how Deliveroo transformed the food delivery industry by connecting consumers, merchants, and riders, shaping consumer habits and brand evolution;

The BCorp Movement: A panel featuring prominent Scottish business leaders from Rationale, Muckle Media, Material and Always Be Content will discuss how B Corp certification helps brands stand out by demonstrating commitment to social and environmental responsibility, building trust with ethically conscious consumers;

From data to delight: how emotion impacts marketing: Andrew Tindall, Senior Vice President Global Partnerships at System1, will challenge conventional thinking on marketing effectiveness. In his no-nonsense style, Andrew will reveal how brands can transform raw data into actionable insights that drive real emotional engagement and creative impact;

Navigating the Political Landscape: Fergus Mutch, Managing Partner at True North, will explore how political trends, policies, and public sentiment shape consumer behaviour and market dynamics, emphasising the need for marketers to adapt to changes such as regulations, social movements, and geopolitical events;

Doing Business the Wrong Way: Kevin Lynch, Founder of The Wrong Agency, will present his unconventional approach to running a business that defies traditional success metrics, emphasising creativity and fun over conventional business practices;

Brave Leadership: Hear from David McQueen who discusses the power of courageous leadership in driving innovation and fostering adaptability within organisations, particularly in times of uncertainty.

As session sponsor of the B-Corp panel, Rationale said: “With meaning behind it, impact can be a benchmark for everything you do as an agency, from having a positive influence in your communities to driving measurable value for clients. Importantly, it’s something that your people can believe in - so it's helped us to retain and attract amazing talent.

“Creating impact is something you have to own and be ongoingly committed to. You have to walk it like you talk it. B Corps definitely embody this ideal, with impact at the centre of how they operate and work in partnership.”

The Changemakers Conference will challenge attendees to rethink the role of marketing in driving impact and reshaping the future.

Tickets for the Changemakers Conference are still available, and all marketing professionals are encouraged to attend. For more information and to book tickets, please visit here