Purpose-Driven Marketing: Connecting with Consumers on a Deeper Level
Unlocking Authenticity to Drive Modern Brand Strategies
In this episode, Liana is joined by Mim Haysom, Chief Marketing Officer and Executive General Manager of Suncorp Group, to discuss insights on the evolving role of marketing in the financial services sector, the intersection of brand purpose and business performance, and her vision for creating authentic connections in an increasingly digital world.
GUEST SPEAKER
Company purpose
Mim Haysom is a trailblazer in her field, leading a team of 150 professionals across Brisbane, Sydney and Melbourne. Under her leadership, Suncorp’s brands have not only enhanced customer experiences but also driven significant societal change. The award-winning ‘One House’ campaign, which won the Grand Prix for Innovation at Cannes, is a testament to her belief that brands can be a force for good.
In this episode, Mim discusses the importance of authenticity in purpose-driven marketing.
“What’s really important from my perspective is that a brand’s purpose should be called the DNA and the culture of the organisation,” she says. Mim explains how Suncorp’s purpose – “building futures and protecting what matters” – guides their marketing strategies, making them both authentic and impactful. When done well, it can have an extremely positive and measurable impact on business growth and customer loyalty.
Authenticity
She warns against brands jumping on trendy causes without genuine commitment, as this can lead to accusations of insincerity or even greenwashing. Mim adds that balancing commercial objectives with social consciousness is a delicate act, particularly with younger audiences. She stresses that “if consumers, especially that younger audience, don’t believe you are authentically trying to create change around an environmental or social cause you are talking about, they will reject you”.
Mim draws on the importance of understanding your customers and the role they expect your brand to play in these spaces. She advises that brands must engage with their audience and listen closely to their expectations before stepping into social or environmental causes, especially if it’s a new area for the brand.
Valuable insights
The role of data and analytics in modern marketing is crucial to identifying but more importantly connecting with your consumer. Not just collecting data but deriving actionable insights that can inform culturally relevant and creative marketing strategies. While data allows marketers to target the right message at the right time, the true power lies in understanding the deeper insights it can reveal about customer behaviour, needs and values.
“I’m a big believer in understanding your customer and what’s going on in their world right now,” Mim says. “Tapping into making your brand relevant and using that insight to tell stories and to create an emotional connection between the audience and your brand is the path to success.”
Mim’s focus on curiosity and continuous learning resonates throughout the episode, offering valuable advice for marketers looking to future-proof their careers in a rapidly changing landscape.
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