Episode 124: ‘The Business Case for Good in Advertising’ with Amy Williams, Founder and CEO, Good-Loop
In this episode of Can Marketing Save the Planet, Michelle is joined by Amy Williams, Founder and CEO of Good-Loop, a platform that sits at the intersection of brand purpose, media performance, and social impact, proving that doing good can also deliver exceptional business results.
Almost a decade ago, Amy had a very a specific goal which was, to bring ideas of brand purpose and business responsibility into media. She saw a gap between well designed presentations about purpose and the practical tools brands needed to execute, measure, and quantify it. As she explains, "If you don't articulate the business value of social impact or responsible business, then it won't last." Good-Loop is all about ad experiences that convert attention into donations. Every impression and every eyeball generates funding for non profits which in turn create a genuine value exchange that leaves consumers feeling positive, and brands seeing great results.
The proof is in the performance, and Amy shares an example of a yogurt brand targeting parents who saw their YouTube completion rate jump from 33% to 78% when Good-Loop connected them with a non-profit focused on building playgrounds. "On a cost per view basis, the donation more than pays for itself," she says. Amy argues that, “this is values alignment in action, and values alignment is the business case for good, driving loyalty and long-term customer value.”
Amy is refreshingly honest about the current landscape and agrees that many brands have retreated in response to political and cultural shifts. However, she sees this as a clarifying moment, "values aren't values until they cost you something. And right now they cost you something. So we can see amazing brands step up at a time where there's more space and attention to do so because there's less noise and less fakers.”
Looking ahead, Good-Loop is focused on quantifying the ROI of good, and making media sustainability practical through tools like their new IPA-partnered carbon calculator. Amy's advice to marketers is to look outside their bubble, because there is so much opportunity to learn.
Tune in as Michelle talks to Amy about:
Why the business case for good is values alignment.
How the current cultural shift is revealing which brands' commitments are genuine.
Practical, actionable steps any marketer can take today.
The power of bringing non profits into the conversation as the authentic experts.
Why Good-Loop's theory of change is helping huge organisations move "one percent in the right direction”.
Loved this conversation - so many useful insights and learnings. Thank you Amy.
For more info about Good-Loop and their Good Engagement platform and Good Measures technology - visit https://good-loop.com/
With love
Michelle & Gemma
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