Ep. 42: Deborah Malone, Founder, The Internationalist

Hello Everyone -

What was the best April Fool’s prank you saw on social media?

For today’s episode drop, I had the fortune of sitting down with Deborah Malone, the Founder of the Internationalist to discuss purpose-driven marketing. I met Deborah 10+ years ago at one of her incredible events in partnership with the ANA.

In the world of international marketing, staying connected and informed is crucial. That's where The Internationalist steps in. As a marketer-driven resource, The Internationalist has established itself as a trusted source for best practices, industry insights, and thought leadership.

This episode explores the intersection of purpose and marketing with Deborah. She discusses how companies can leverage marketing to make a positive impact while achieving business goals.

Summary:

• Deborah Malone founded The Internationalist, a publication connecting the people and ideas in international marketing.

• The Internationalist's "Marketing Makes a World of Difference" initiative showcases companies using marketing for social good.

• Examples include initiatives like encouraging recycling through parking meters and a Tide campaign in India promoting gender equality in laundry responsibility.

• Authentic purpose goes beyond slogans and permeates all aspects of a company's culture and decision-making.

• Strong marketing can bridge the gap between intention and action, inspiring consumers to live more sustainable lifestyles.

• Avoid greenwashing or being called inauthentic or insincere. Focus on clear communication of your company's purpose and positive impact. Make sure your message aligns with your brand's core values.

Key Quotes:

• "Marketing makes a world of difference... because not only was the marketing doing some great things, but it demonstrated that within the corporation, the marketing department really was about innovation and about thinking a little bit more broadly." - Deborah Malone

• "The issue though becomes you can look at all these case studies and be inspired, but whatever you choose to think about, it has to be authentic, of course, to the brand." - Deborah Malone

• "There's a lot of marketers that are afraid to be labeled as ‘greenwashers’ and they say nothing about some of the great things that they're doing." - Deborah Malone

Additional Notes:

• This episode also mentions Patagonia and REI as companies with strong corporate cultures focused on purpose.

• Intention vs Impact

  Jessica Sloan
  : A statistic Deborah references is that 92% of consumers are motivated to live sustainably but only 16% actively change their behaviors.

I encourage listeners to lean in and learn more about The Internationalist's "Marketing Makes a World of Difference" initiative and explore case studies of companies using marketing for good. The Internationalist website is a wealth of information and inspiration!

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Watch the full conversation on YouTube

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