Navigating Ethical Marketing: Lessons from Influential Brands with Dr. Misha Kouzeh

MEDIASCAPE: Insights From Digital Changemakers

Ever wondered how a career that began with Coca-Cola could lead to consulting for the World Health Organization on sustainable branding? Dr. Misha Kouzeh is here to share her captivating journey, which underscores the importance of purpose-driven branding and the fight against greenwashing. From the stark realities of commercial product availability versus essential resources like clean water, Dr. Kouzeh’s insights reveal how transparency and authentic storytelling can drive significant change. By leveraging digital media, businesses can align their strategies with broader societal and environmental responsibilities, making a genuine impact on the world.
Our conversation takes a deep dive into the transformative power of social media brand partnerships in promoting social good. Companies are increasingly aligning their marketing strategies with social impact goals, and we explore how collaborations with sustainability-focused influencers—or "greenfluencers"—can amplify these efforts. We tackle the ethical dilemmas of working with AI-powered influencers and highlight examples of companies like Patagonia, who are leading the way by making ethical choices about their advertising platforms. Learn how crowdfunding and social media education can be pivotal in driving behavior change and discover methods smaller organizations can use to form corporate partnerships, drawing inspiration from Tarte Cosmetics' social responsibility initiatives.
Lastly, we explore the indispensable role of diversity and inclusion in creating impactful social campaigns. With lessons from Ben & Jerry's on balancing activism with authenticity, we emphasize the importance of genuine community collaborations and varied perspectives to avoid tone-deaf narratives. The UN's Sustainable Development Goals provide a valuable framework for aligning brand missions with societal aims, encouraging brands to look beyond surface-level activism. As we wrap up, reflections on pursuing one's passions underscore the potential rewards of following what you truly love, offering inspiration to listeners navigating the complexities of the branding and sustainability landscape.

This podcast is proudly sponsored by USC Annenberg’s Master of Science in Digital Media Management (MSDMM) program. An online master’s designed to prepare practitioners to understand the evolving media landscape, make data-driven and ethical decisions, and build a more equitable future by leading diverse teams with the technical, artistic, analytical, and production skills needed to create engaging content and technologies for the global marketplace. Learn more or apply today at https://dmm.usc.edu.

Chương

1. Navigating Ethical Marketing: Lessons from Influential Brands with Dr. Misha Kouzeh (00:00:00)

2. Sustainable Branding and Accountability (00:00:01)

3. Impactful Social Media Brand Partnerships (00:15:01)

4. Building Partnerships for Social Impact (00:22:08)

5. Diversity and Sustainability in Marketing (00:31:36)

6. Pursuing Passions for Success (00:42:34)