Sweaty Betty’s CMO Kerry Williams says marketers must be personally invested when working for a purpose-led brand to ensure the connection is authentic.
Creative inclusion is a challenging area for any marketing team to navigate. Many brands want to foster a more inclusive and welcoming environment but perhaps struggle to change the culture they have inherited. Those marketers who are determined to change things, however, will find a brand that suits them.
Sweaty Betty’s CMO Kerry Williams says purpose needs to be “part of your DNA” as a marketer so that your authenticity rubs off on your brand.
“Every brand I work for is because of the emotion and what it can do for the individual, for the community. So Sweaty Betty’s [purpose] is to empower women through fitness and beyond. That is the mission that we have,” she said, speaking at Creative Equals’ Rise 2025 event.
