Marketing with Purpose: How Sustainability and Profitability Are Converging in 2025
- Tika Sylvia
- Aug 2
- 4 min read
Table of Index:
In today’s marketing landscape, sustainability is no longer a differentiator—it’s a requirement. As brands around the globe move beyond surface-level initiatives, a new generation of marketing leaders is reimagining how purpose and profit can coexist. At this year’s Fireside Exchange, an insightful panel titled “Marketing with Purpose—Driving Sustainability & Profitability Together” will explore this crucial intersection.
Bringing together experienced voices from hospitality, healthcare, fintech, and agritech, the discussion will take place from 2:40 PM to 3:20 PM, offering a grounded perspective on embedding environmental, social, and governance (ESG) values into brand and marketing strategies.
A New Era of Purpose-Driven Sustainability Marketing
Gone are the days when brand purpose could be limited to a mission statement or annual report. Today’s consumers expect action, transparency, and measurable outcomes. Marketing professionals must adapt by aligning their strategies with long-term sustainability goals—without compromising commercial success.
The panel conversation will explore real-world case studies and decision-making frameworks from organizations that are finding this balance. With perspectives from brand leaders at The Ascott Limited, KOLTIVA, Abbott, and Amartha, attendees can expect insights on how sustainable marketing is evolving in practice—not just in theory.
Key Themes on the Table
This 40-minute session will center on how marketing teams are increasingly becoming the custodians of brand behavior and corporate ethics. Some of the key questions include:
How can the sustainability principles be translated into authentic brand communication?
What does it take to integrate sustainability goals into a company’s marketing KPIs?
How do marketing leaders ensure messaging reflects both purpose and commercial intent?
What internal capabilities are needed to scale purpose-driven initiatives?
These questions resonate strongly as more companies seek to differentiate through integrated ESG communication, inclusive brand narratives, and customer-centric innovation.
Sustainability as a Strategic Lever
For many businesses, sustainability started as a risk management function. But it has quickly evolved into a brand asset—a core part of product positioning, customer loyalty, and even investor relations. Marketers are increasingly expected to not only tell the story but shape the business strategy around responsible growth.
Panelists will share how their organizations have turned sustainability from a compliance requirement into a market advantage, creating value through transparency, partnerships, and community engagement. For instance, traceability in supply chains, inclusive financial products, and access to health innovation are no longer niche initiatives—they’re part of the broader marketing narrative.
Authenticity in Sustainability Communication
In the era of greenwashing skepticism, the importance of credibility in public relations and brand communication cannot be overstated. Consumers, investors, and regulators are all raising the bar on accountability. That’s why marketing teams must work closely with product, sustainability, and leadership teams to ensure alignment between what’s promised and what’s delivered.
The discussion will also touch on communication frameworks that support this integrity—from tone of voice and stakeholder mapping to impact storytelling and metrics transparency. Attendees will leave with a deeper understanding of how to avoid generic claims and instead build trust through specificity and substance.
Internal Culture as a Brand Foundation
Sustainability starts from within. The panel will address how internal branding and employee engagement play a vital role in external messaging. When teams are aligned around a clear purpose—whether it's through training, shared values, or leadership support—marketing can more confidently amplify that message to the outside world.
By fostering a culture that values transparency and long-term impact, brands are better equipped to deliver on their promises and build resilient reputations in a dynamic market environment.
Evolving Role of Marketing Leaders
The role of the Chief Marketing Officer is changing rapidly. No longer limited to brand awareness or acquisition, CMOs are now seen as strategic partners in achieving broader business transformation. This includes driving sustainable innovation, aligning with climate goals, and shaping brand reputation across channels and cultures.
Expect discussions around how marketing departments can build cross-functional influence, develop sustainability fluency, and deliver impact narratives that resonate with investors, partners, and communities alike.
Why It Matters Now
As regulatory pressure increases and public expectations shift, the need for credible, purpose-aligned marketing strategies has never been greater. Yet the question remains: Can we do well by doing good? This session offers a nuanced, real-world exploration of how the answer is increasingly “yes.”
By attending, professionals can better understand how to:
Integrate ESG into marketing strategy and operations
Build purpose-led brands that scale
Navigate the balance between mission and margin
Craft communication that builds trust, not just visibility
Whether you're a startup founder, brand strategist, communications manager, or executive marketing leader, this session provides frameworks and field experience to inform the next chapter of marketing in Southeast Asia and beyond.
About the Panelists
This panel brings together seasoned professionals across industries:
Maulana Rizqi Aldiansyah – Brand Director, Indonesia at The Ascott Limited
Elvi Sari – Director, Marketing & Commercial Excellence at Abbott
Sheldon Chuan – SVP Growth & Marketing at Amartha
[Marketing Leader, KOLTIVA] – Focused on sustainable brand development, inclusive communication, and agri-tech innovation.
Each speaker brings practical experience in aligning marketing efforts with broader environmental and social outcomes—without losing sight of commercial responsibility.
Event Details: https://www.intriguesummit.com/madverse2025jakarta/