Moving beyond your brand narrative and into the core purpose-driven journey for your company, will not only eliminate the risk of your brand being perceived as inauthentic or associated with greenwashing, it will most importantly help you scale positive impact for society and the planet as a whole. To help inspire you to adopt purpose into your core marketing content strategy, I have identified some key concepts as well as some leading examples that can help fuel your transformation.

1. KEYNOTE
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Sandra Moerch
GLOBAL CONTENT MARKETING MANAGER
AUTODESK
Activating Purpose
in Your Content
Marketing Strategy

2. Activating Purpose
in Your Content
Marketing Strategy
Sandra Moerch
Content Marketing Manager, Autodesk
Purpose & Education Experiences

3. Aloha, I’m Sandra
@sandramoerch
Danish National | Hawaii Resident | BA in
CS and Design, Copenhagen School of
Design & Technology | MBA in
International Marketing, Hawaii Pacific
University | Boy Mom
Global Content Leader at Autodesk | ex-
SAP | Advisory Board member, UN
Women Silicon Valley | Bill & Melinda
Gates Goalkeeper
Globetrotter | Hiker | Foodie | Techie |
Volunteer | Amateur Guitarist/Ukulelist |
Hula Dancer | Lego Builder | Snorkeler |
Artist | Life-long Learner

4. Now, I want to get
to know YOU
@sandramoerch
What industries do we have
represented here today?
How many of you believe that
having a purpose is important
to your role?
Anyone care to share their
company’s purpose or even
their own personal ethos?

6. If you can design and make anything,
@sandramoerch
Why not make it better?

7. In a world
of purpose
and design
@sandramoerch
Four years ago, a
thick cloud of
smoke filled the
Parisian sky.
Autodesk was
equipped and ready
to help restore the
cathedral to its
former glory,
sharing our
expertise and
technology to
support the project.

8. A Connected
Ecosystem
Powering
interoperability and
workflow
automation
Through a
connected platform
ecosystem, we
meet companies
where they are in
their design and
make journey.

9. Understanding the importance of
cultivating a company purpose
@sandramoerch
49% of investors globally
would divest from
companies that are not
taking sufficient action on
ESG issues
>50% of countries,
states and cities, have
set targets to achieve
net zero by 2050
67% sales
increase for
household products
comprised of
renewable source
1 in 3 dollars
managed globally was
invested with some
form of ESG strategy
— more than $35
trillion in total.
7x growth
on sustainability-
marketed products
vs. conventional
products
Sources: ESG Investor Survey, Circularonline.co.Uk , Accenture , Landmark CPG study from NYU , CDP Report. ESG Investor Survey, Neilsen, European Commission

10. What is ESG and why does
it matter in marketing?
@sandramoerch
Environmental
Social
Governance
Three disciplines with its own set of
standards and practices:

11. Activating
the UN
Global
Goals
@sandramoerch
What is your
industry specific
challenge?
What “ Global
Goal” aligns to
your topic?
How do you
embed the UN
SDGs into your
bigger story and
narrative?

12. Building a
Purpose-
Driven
Brand that
Cares
@sandramoerch
What do all the world’s
most purpose driven
brands have in common?
• They listen
• They take a strong stand
• They build trust
• They are authentic
• They publicly pledge their
commitment

13. Moving beyond brand | Leading examples
@sandramoerch

14. Moving beyond brand | Leading examples
@sandramoerch

15. Q&A
@sandramoerch