If there’s one thing we love about marketing, it’s that it never stands still. But how often do we stop to ask: What kind of impact are we making? Are we shaping culture and driving progress—or just chasing clicks and conversions?
This year’s Marketing Society Changemakers Conference tackled that question head-on with the theme Impact, holding its first-ever event in Scotland alongside its London counterpart. Scotland’s inaugural conference, set in the historic National Museum, couldn’t have been more fitting. Among ancient artifacts, we reflected on marketing’s traditions, its evolution, and where we go from here.
What did we learn? A lot! So, we’re sharing the five standout moments that impacted our team.
Why does strategy have to be about words? Jacob questioned. As a copywriter, I’ll admit, it sent shivers down my spine. But his point was clear: brand identity can—and perhaps should—transcend words.
Our tools today are light years ahead of those available to marketers before us. We can think and work in images, harnessing the visceral power of aesthetics to connect emotionally with audiences. On TikTok, trends like cottagecore, dark academia, or bloke-core aren’t just visual movements—they’re cultural identities that brands can inhabit.
From Liquid Death’s heavy metal water branding to Vacation’s 80s sunscreen fun, Jacob showed us how distinctive aesthetics aren’t just an addition—they’re the proposition itself.
The takeaway? In today’s image-driven world, aesthetics are more than a vibe—they’re a business strategy. And marketers need to get with the picture.
The B Corp panel was a masterclass in authenticity. The panel, featuring our director Pete, explained that certification isn’t just a badge—it’s a signal of intent. Being a B Corp fosters trust, attracts top talent, and positions brands for the future.
We know, we talk about it a lot. But beyond the theory, the advice was practical: Start documenting now. From emissions to volunteer hours, measurement is key. The road to certification may be paved with spreadsheets, but as one speaker put it: “Impact without accountability is just talk.”
Forget shiny rebrands—stick to what works. That was SVP of System1 Andrew Tindall’s advice, backed by a five-year study of 4,000+ ads. Consistent brands—those that lean into familiar taglines, jingles, or mascots—build loyalty and outperform their competitors.
It’s called creative Darwinism: survival of the most memorable. By staying the course, you earn emotional resonance, cognitive ease, and customer trust. Andrew’s golden rule? Don’t ditch your agency or your strategy every six months. Familiarity doesn’t just breed comfort—it breeds profit.
If there was a mic-drop moment, it came from Sinéad Burke: “Design with us, not for us,” she said, challenging brands to embed inclusion from the start.
Through her consultancy, Tilting the Lens, Sinéad collaborates with giants like Gucci and Mattel to craft experiences that don’t just meet accessibility standards—they set new ones. Accessibility, she explained, goes far beyond ramps and entrances; it’s about weaving dignity, equity, and pride into every level of design.
Her message? True inclusion is an ongoing commitment. Imagine how much richer and more impactful our work could be if inclusion wasn’t just part of the process but the foundation of everything we create.
Mark Fawcett, CEO of We Are Futures, didn’t hold back when it came to Gen Z. By now, we all know this “Youthquake” generation is shaking up the status quo. But here’s the kicker: to Gen Z, silence isn’t neutral—it’s political. If your brand isn’t speaking up, they won’t just notice—they’ll assume you’re hiding something.
They’re a generation that sees through marketing fluff faster than you can say “authenticity.” Mark’s solution? “storydo before you storytell”. In other words, don’t just tell a great story; live it. Show your impact through action, not empty campaigns.
It’s not just about consumers—it’s about your future workforce. Nurture their optimism, join their fight for fairness, amplify their voices, and prove your progress. Get it right, and they’ll advocate for you. Get it wrong, and they won’t hesitate to call you out.
Making an Impact, Together
The Changemakers Conferences aren’t all about action—they’re about starting conversations that ripple beyond the room. For us, they were a reminder that inspiration, laughter, and connection aren’t just feel-good fun, they’re fuel for the work we do. From Kevin Lynch’s hilarious campaigns for Oatly to Dame Stephanie Shirley’s ceiling-smashing story, every moment re-energised our understanding of marketing’s power to create change.
Events like these are crucial to breaking us out of our silos and sparking ideas that remind us of our purpose. By coming together, sharing insights, and challenging each other, we amplify our impact and move closer to shaping a future that’s bold, creative, and meaningful.
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