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StrawberryFrog and Reputation Institute on the power of purpose

By Olivia Atkins, Branded Content Writer

November 13, 2019 | 3 min read

Chief executives from Reputation Institute and StrawberryFrog will speak at the The Atlantic Magazine's Power of Purpose conference in New York next week to explain how business can be a force for good.

The Power of Purpose session will provide insight into results generated from a breakthrough study conducted by the the two companies, known as the Purpose Power Index.

StrawberryFrog founder and CEO, Scott Goodson, will draw on his experience cultivating purpose in brands through movement marketing, and may allude to his book, 'Uprising, how to build a brand and change the world by sparking cultural movements.'

Goodson said: "The power of purpose is unlocked when CEOs, CMOs and heads of HR activate purpose into a culture of habits and mindsets of employees. I will be speaking about how purpose brands can be activated at the Atlantic Conference."

Reputation Institute CEO, Kylie Wright-Ford, will lean on her knowledge of relying on emotions to drive organisations. She is a frequent guest lecturer, speaker, and moderator as well as the co-author of the field guide, 'The Leadership Mind Switch: Rethinking How We Lead in the World of Work' - which may also crop up in conversation - as it touches on the fourth industrial revolution.

Wright-Ford added: “I believe - and have supporting empirical data to back it up - and agree with the Purpose of a Corporation statement from the business roundtable [released in August 2019] that the actions of companies should benefit all constituents: shareholders, as well as customers, employees, suppliers and the communities in which they operate. At the upcoming event, I will be sharing some of the ways businesses can unlock the power of purpose in 2020 and beyond.”

At the business roundtable, 181 CEOs signed the document setting out a new benchmark for corporate responsibility, reviewing the way in which companies are measured and creating a new standard beyond stock price and shareholder value.

The conversation will also consider appropriate measurement tools for revealing how consumers feel about brand purpose and looking at how this, in turn, impacts organizations.

Other speakers at the event will include representation from the following brands: Nestle Waters of North America, Walmart, Lyft, Talbots, TOMS and WWE, among others.

The Power of Purpose session will be held on Tuesday,19 November at Union West. Click here for more information about the event and to register your interest.


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StrawberryFrog is the world’s first Movement Marketing firm. We are a marketing, advertising, design and digital company based in New York City. Brand-fueled marketing...

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