From Audience to Activist: Putting Participation at the Heart of Communications

  • Jessie Macneil-Brown — Campaigns Unit Manager, IKEA
  • Elizabeth Uviebinené — multi-award-winning author
  • Josie Naughton — Co-Founder & CEO of Help Refugees
  • Kolbassia Haoussou MBE — Co-founder & Co-ordinator of Survivors Speak OUT, the survivor-led activist network

Here are 5 key lessons to take away:

1. Live up to consumers’ expectations.

2. Help employees do their part.

Putting power into the hands of employees can take a purpose off the page and into the fabric of the business. One of a brand’s greatest assets comes down to having employees who believe in the mission and help drive this change forward when they are given the opportunity to align their values with the positive value the business is creating.

3. Determine your brand’s impact beyond donations.

Donations are meaningful but not transformational when it comes to purpose. With some brands holding a GDPR greater than some countries, a percentage of profits donated to a cause is not nearly enough and runs the risk of being seen as performative by consumers.

4. Integrate communities into your campaigns.

Those who are best placed to speak on social issues are the people who are most impacted, and a brand’s role can be providing scale and amplification to that existing message or movement; but this relationship has to be built over time with trust, understanding and empathy to ensure the engagement feels genuine and is additive to that community rather than exploitative.

5. Remove your ego and take the risk.



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Purpose builds and supports movements to advance the fight for an open, just, and habitable world: