How purpose became a buzzword — and how to make sure it’s more than just that
As human beings, we crave purpose. Ask any pastor, priest, monk, imam, rabbi, politician, philosopher, or psychologist. We also expect it of our organizations — in today’s transparent world, businesses are expected to stand for more than just profits if they are to attract top talent and influential stakeholders. Carol Cone is a pioneer in cause marketing, widely regarded as the creator of the purpose movement in business. For more than 35 years, she has helped brands integrate social impact into their core strategies, proving that doing good is also good for business. She joins Off the Rak to share her front-row insights into how purpose drives innovation, impact, and success.
About the Guest
Carol Cone is internationally recognized as a pioneer in purpose-driven business strategies, often hailed as the “Purpose Queen” by the BBC. For over 35 years, she has been at the forefront of linking companies and brands with social issues to drive both business and societal impact.
In 1980, Carol founded Cone Inc., where she introduced the innovative concept of integrating corporate interests with social causes. Her groundbreaking campaigns include the creation of the Avon Breast Cancer Crusade, which expanded to 50 countries and raised over $1 billion, and the development of My Special Aflac Duck, a social robot designed to comfort children undergoing cancer treatment, recognized by Time Magazine as one of the Best Inventions of 2018.
As the founder and CEO of Carol Cone ON PURPOSE, her third enterprise dedicated to purpose, Carol continues to educate, inspire, and accelerate purpose strategies for corporations, brands, and nonprofits worldwide. Her extensive body of work has earned her numerous accolades, including being named one of the world’s seven Sustainability Pioneers by Sustainable Brands and “arguably the most powerful and visible figure in the world of ‘Cause Branding'” by PRWeek.
Beyond her professional achievements, Carol is an avid equestrienne, embodying the courage and freedom symbolized by the horse, which she considers her personal power symbol. Her passion for purpose extends into her personal life, reflecting her belief in aligning one’s work with deeper meaning and societal contribution.
