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Consumers Expect Brands to Walk the Talk Beyond Creative Campaigns

The 3% Movement Convenes Purpose-Driven Thought Leaders for DC Event


News provided by

White Book Agency for The 3% Movement

Jun 05, 2019, 15:15 ET

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The 3% Movement
The 3% Movement

WASHINGTON, June 5, 2019 /PRNewswire-PRWeb/ -- The 3% Movement, the advertising industry's leading voice on gender equality, diversity/inclusion and workplace culture, will host a one-day conference in the nation's capital on June 6, 2019 at George Washington University.

The Rising Power of Brand Purpose is the theme for the event, as today's consumers are mindful and savvy, taking special care to research where and how they spend their hard-earned dollars to ensure it aligns with their values. As government fails to satisfy an increasingly polarized populace, consumers make their voices heard through their wallets.

"...Convening this gathering less than a mile from the White House -- as picketers protest to support LGBTQ rights, abortion, and environmental protections -- powerfully frames how consumer demands mirror many of their unmet needs as citizens," said Kat Gordon, founder and CEO of The 3% Movement

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People care what causes brands support, how they pay their staff, who's on their Board and in their supply chain, and how big their carbon footprint is. Brands that aren't authentically aligned with their own purpose-driven creative campaigns will struggle in this new landscape where generations of consumers expect honesty and transparency.

"The timing and location of this event is more star-crossed than any event 3% has delivered in the past seven years," said 3% Founder, Kat Gordon. "Campaigns like Gillette's 'The Best Men Can Be' and Nike's 'Believe in Something' have ignited spirited dialogue about social issues this year. Convening this gathering less than a mile from the White House -- as picketers protest to support LGBTQ rights, abortion, and environmental protections -- powerfully frames how consumer demands mirror many of their unmet needs as citizens."

Industry thought leaders and brands will share how organizations can align themselves with causes, find more valuable purpose, and build loyalty that goes beyond mere product offerings. The 35-speaker lineup includes:

  • Tim Allen, Partner, Microsoft Design
  • Tom Chirico, Lead, Brand Strategy Story Lab, Twitter
  • Charlotte Clymer, Press Secretary for Rapid Response, Human Rights Campaign
  • Ashley Etienne, Director of Communications for Nancy Pelosi
  • Jonathan Jackson, Co-Founder, Blavity
  • ...and many more

3% sponsor partner AARP will introduce a new layer to their #disruptaging campaign by sponsoring two takeovers that take a stand against ageism: a Gen Z master of ceremonies and a Baby Boomer as an onsite social host.

"Disrupt Aging is a call to fight ageist attitudes and perceptions that permeate our society and impact all Americans, young and old," said AARP Vice President, Enterprise Initiatives Kamili Wilson. "We welcome the opportunity to support 3% and make clear that women want to see themselves reflected in advertising in authentic ways. Doing so has a tremendous benefit for brands, with women AARP has surveyed noting that they're more likely to buy products from advertisers who feature women at every age."

Along with AARP, additional sponsors of the Minicon include: The Martin Agency, Papa John's, Adobe, Weber Shandwick, Giant Spoon, Wieden+Kennedy, Forsman & Bodenfors, and Ideabar Agency.

To learn more about the 3% Minicon DC, visit: 3percentmovement.com/events. For additional information or to set-up interviews, contact: Nancy Vaughn or Kyia Evans at 813.252.0295 or [email protected].

ABOUT THE 3% MOVEMENT
Started as a passion project to spotlight a huge business opportunity in advertising -- the lack of female creative leadership and its impact on connecting with an overwhelmingly female marketplace -- the 3% Movement has grown exponentially since its 2012 launch and has hosted events in 24 cities globally. Now moving beyond awareness to activation, the 3% team offers consulting services with agencies and brands to support more diverse leadership and a 3% Certified program that awards those demonstrating true leadership around gender diversity. For additional information about The 3% Movement, please visit: http://3percentmovement.com.

MEDIA CONTACTS:
Kyia Evans, White Book Agency for The 3% Movement
Phone: 813.252.0295
Email: [email protected]

SOURCE White Book Agency for The 3% Movement

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