PPB December 2020

herself selling her produce to be sure of its origin. Will emerging forces—like businesses aligning on purpose in the aftermath of all that’s occurred since January 1, 2020—be able to reverse the clear and obvious signs of peril that accompany a lack of competitive differentiation? We can be sure of more scarce resources for a prolonged period of time, likely dating well into 2021, and we are waiting for a credible vaccine to be distributed enmasse. Will businesses aligned on purpose be able to reap a fast- start competitive advantage as the new economy presents itself? There are a lot of unanswered questions at this point, but one thing is clear; there will be heightened expectations for brands and organizations. Businesses able tomeet those expectations, or better yet, exceed them, not only will cement their brand in their buyers’ hearts and pocketbooks, they will champion a cause to all who will listen. In the pages to come, we spotlight the ways purpose-driven businesses in the promotional marketing industry are doing their work; the ways those businesses are positively impacting the community, the environment, and humanity; and we investigate themany forms purpose takes when buyers of promotional marketing items activate good deeds with their purchases. Roger Burnett is co-founder of PromoCares and PromoKitchen, host of the So, You’re in Sales? podcast, executive producer of the PromoCares Radio podcast and co-author of Red Goldfish, Promo Edition . He offers a unique perspective on the many values of organizational alignment and the ways purpose capably serves as the fifth P of marketing. He is also founder of Social Good Promotions, a social enterprise built to teach and deliver purpose-based marketing strategies to businesses of all sizes while also donating marketing services to nonprofit organizations in the communities they serve. Stan Phelps, CSP, is a world-renown speaker, author, workshop facilitator and masterful storyteller on customer experience, employee engagement, technology, differentiation, leadership and purpose. Prior to focusing on writing and speaking, he held leadership positions at IMG, adidas and the PGA, and spent seven years as chief solutions officer at Synergy, an award-winning marketing agency. He is author of the best-selling book series Purple Goldfish . Red Goldfish, Promo Edition: How Promotional Products Leverage Purpose to Increase Impact , was released in September and is available on Amazon. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 888.287.7883 | customerservice@americanaccents.com www.americanaccents.com Need Mailing Boxes? We have over 60 sizes to choose from! 5 piece minimum 3 day turnaround Made & printed in the USA Recyclable material Printed with Digital 4-Color Process No die cut fees Perfect for sample kits and product packaging Simple glue and tape-free assembly Tissue paper available! | DECEMBER 2020 | 19 INNOVATE