In the hallways of school, where ambitions often collide with life’s stark realities, I found myself at a pivotal crossroads, contemplating a future filled with endless possibilities. I once imagined becoming a doctor, a beacon of healing and hope. Yet, as I traversed my teenage years, the allure of the business world began to beckon, leading me to pursue a degree in Business Management. Today, as a leader in brand and communications, I reflect on how serendipitously my career path has allowed me to embrace that early dream, albeit in a different form.
Our childhood dreams often go beyond specific professions; they embody a deeper desire to make an impact. For me, it was always about inspiring hope. In the first year of my business school, an unexpected moment helped shape this thinking. One afternoon, amidst the usual college distractions, a friend invited me to volunteer at a local charity in Bombay focused on educating underprivileged children. Although I was initially reluctant, something inside me urged me to embrace the opportunity.
Upon arriving at the school, I was captivated by the modest yet vibrant atmosphere, filled with children brimming with potential. A particular encounter struck a deep chord within me, a six year old girl with bright green eyes, her hair oiled and neatly braided with red ribbons, and a hopeful smile whispered, “Didi” – a word used as respect to refer to an older sister in Hindi – “one day, I wish to be just like you.”
Her words underscored the stark disparities that shape our lives and the transformative power of education. This experience illuminated for me the critical role that education plays in bridging gaps, providing opportunities, and shaping futures. It set the stage for what I now understand to be my purpose as a brand marketer: using the power of storytelling to create change.
True impact arises when we unite and invest in a common cause. We as brand leaders possess a unique ability to harness the power of storytelling and strategic investments to create meaningful change.
Education is not merely a privilege; it is a fundamental right that can uplift entire communities and transform lives. At the recent COP 28 event in the UAE, I had the opportunity to meet the 13 year old daughter of a fellow colleague. Nervously, I asked her what she would change about the climate change agenda, fearing my question might intimidate her. To my surprise, she responded with poise, asking, “Would you like my answer from a plan perspective or an action perspective?” Her insightful reply left me in awe, a testament to how bright minds think far beyond our current realities.
This encounter resonates with the words of Bill Gates, who emphasised the importance of collective philanthropic efforts to create real change during his session alongside world leaders at COP 28. True impact arises when we unite and invest in a common cause. We as brand leaders possess a unique ability to harness the power of storytelling and strategic investments to create meaningful change.
By promoting initiatives that foster education for underprivileged youth, we can ignite hope and empower future generations. The emergence of AI tools further enhances this mission, as they have the potential to provide personalised learning experiences and access to educational resources for children who lack traditional schooling, breaking down barriers and expanding horizons.
The ‘each one teaches one’ model perfectly encapsulates this philosophy, and with the reach of digital and social media, this ethos is amplified like never before.
As we embrace transformative storytelling in our marketing strategies, we must acknowledge the influence of our words and actions in shaping social responsibility and driving meaningful change.
Reflecting on the transformation in this space, it’s clear that marketing today enables companies to embrace corporate social responsibility (CSR) more genuinely. In the past, CSR was often hidden in the pages of annual reports, largely fulfilling a regulatory obligation.
Marketing mediums were limited and costly. Few companies could afford expansive campaigns to showcase their CSR efforts, and there was limited direct feedback from consumers. Today, however, with digital marketing and social media, CSR efforts can be amplified cost-effectively and with immediate consumer feedback, driving a more authentic commitment to ignite and nurture conversations around education, climate change, humanitarian efforts, and much more.
As we embrace transformative storytelling in our marketing strategies, we must acknowledge the influence of our purpose driven words and actions in shaping social responsibility and driving meaningful change. In today’s interconnected world, the role of marketing extends beyond brand promotion; it serves as a catalyst for social good. By crafting narratives that resonate deeply with audiences, we can spotlight critical issues and inspire action. Storytelling is not just a marketing tool; it’s a powerful force for advancing CSR and creating a more equitable world and inspiring action.
As I take the last sip of my coffee while writing this, I glance at my news feed and am met with another heartbreaking headline: ‘School Closures in Gaza Leave a Generation Without Education’. My thoughts drift back to my volunteering days when I witnessed firsthand the transformative power of education for children whose lives had been upended by hardship.
Brands can unite to bring healing to the communities they serve, imagining a world where purpose is not just a trendy buzzword or an add-on but an integral part of daily operations.
This stark reminder emphasises the urgent need to raise awareness about the struggles faced by children caught in conflict and displacement. As purpose driven brand leaders, we have a powerful platform and an even greater responsibility to address these global crises. It is no longer enough to observe from the sidelines; we must act. If we cannot end the wars, we can still be a force that helps rebuild the future for these children. The time for action is now.
In pursuing meaningful impact, we must recognise the unique potential we hold to shape a brighter future. I often reflect on how brands can unite to bring healing to the communities they serve, imagining a world where purpose is not just a trendy buzzword or an add-on but an integral part of daily operations. As brand leaders, we have the incredible power to turn this vision into reality.
As Bill Gates once said, “I believe that if you show people the problems and you show them the solutions they will be moved to act.” It’s time to harness that power for transformative change, igniting a movement that reshapes our world for the better.
By Suad Merchant, Head of Brand & Corporate Communications, Mashreq
