At the core of advertising is the human element. In order to reflect a wide range of individuals, advertising must honor the diversity of the world around us. This is not new information, but it has never been more important than it is right now.
We are finally moving toward a world where people can be accepted and respected for who they are, regardless of age, gender, sexual orientation, race, ethnicity, religion, or abilities. Advertising can encourage diversity to not only be accepted, but expected in our society. People want the brands they use and love to be socially responsible, morally ethical, and altogether trustworthy. If we are truly going to change the industry we love, we need to look at DEI in all aspects of our advertising—here are four reasons why brands need to incorporate diversity, equity, and inclusion in their advertising.
Diverse Advertisers Get Two Thumbs Up Perhaps the most obvious benefit is also the simplest: people prefer advertisers that prioritize diversity. Our survey found that some people favor brands with representative advertising. Some people will go as far as to completely disassociate from ads that fall short, with more than a third (36%) going as far as to boycott a brand because of issues with diversity and representation in their marketing. Conversely, 50% of respondents said that if an advert is diverse and representative, it’s more likely that they will recommend the product or service to their friends and family members.
Younger Audiences Care Those under age 55 are almost twice as likely to recognize the importance of reaching a diverse audience, and are also far more likely to boycott a brand due to issues with representation. Those aged 25 to 44 are the most likely to purchase from a brand that upholds these standards and given that group makes up a huge percentage of the active, purchasing audience, it’s vital to hear their voices on these important issues.
Ads Featuring Diverse People Perform Better Diversity yields stronger marketing results than any other media, and this was found to be true across all demographics. In our research, we found that people who are more responsive to advertising are also those more likely to feel that promoting DEI is important. Diverse ads allow everyone to feel included in the messaging and allow brands to achieve better outcomes.
If You Aren’t Ahead, You’re Behind Over the last few years, organization have come to recognize the true importance and value of diversity in advertising. More than 90% of the advertisers we surveyed said that reducing bias and discrimination in marketing and advertising is now a priority, with 44% saying it’s a core focus, and 49% at least a secondary focus. People are demanding real change and action, and if your brand hasn’t seen the light yet on this topic, then it’s time to start now.
Conscious marketers know that aligning a brand’s mission with the values and principles of its customers helps to embrace a more respectful, relevant, and kind way of reaching people. Achieving a people-first approach to marketing and advertising across a business, results in increased trust, thriving engagement, and lifelong loyalty. Conscious marketing is the key to more relevant, respectful, and consequently successful, campaigns.
Getting conscious marketing right is vital to the success and growth of brands, and future identity solutions will undoubtedly involve conscious marketing. But how can marketers and advertisers hone their skillsets to better harness the principles of conscious marketing? Here are 10 mindset traits all conscious marketers should embody if you haven’t already.
Devoted to Truthfulness Did you know that 86 percent of consumers say that authenticity is an essential factor in deciding what brands they like and support? Truthfulness goes beyond any one individual ad campaign, and deeper into the character of your brand, employees, and partners. Doing due diligence to ensure any campaigns ran are thoroughly researched, accurate, and up-to-date will help to uphold your personal brand and the integrity of your organization. Conscious marketers know the value of honesty and adhere to it.
Known as Trailblazers Pioneering new ideas can be a challenge. From organizational buy-in, to resistance when it comes to change, to the ability to be a strong leader, innovation is never easy. But conscious marketers are trailblazers; they want to set an example of strong leadership, and know that it’s done through taking ownership and paving the way. New concepts, campaigns, and ideas are no stranger to the conscious marketer—they know how to get it done.
Does What is Right Conscious marketers know that doing what’s right isn’t always what’s easiest. As a marketer or advertiser, you are given the access to private information, and it’s vital that data is held with the utmost care. For example…
Only use the data that’s necessary to create a customized experience, and do not collect information simply because you are able to.
De-bias data sets to avoid sending outdated, insulting, or alienating messages.
Be precise in your communications. Don’t exhaust or annoy people with repetitive messaging.
Be privacy-conscious, and always address people with kindness and sensitivity.
Stays Curious Curiosity is a strong desire used for spotting new trends, managing messaging ambiguity, identifying opportunities, and mitigating risks. Especially in the world of marketing and advertising, curiosity is a powerful skill. Research has shown that curiosity in the workplace fuels engagement among employees, allows for better collaboration, and fortifies organizational resilience. Curiosity is a core element conscious marketers embody in and outside of their workplace.
Purpose, People, and Data Driven What makes a conscious marketer, above all, is their passion for communicating with people through respectful and deliberate means, while also being responsible to their own brand. Because some means of data collection, such as cookies, can be inaccurate, many messages reached the wrong people, resulting in intrusive or even alienating messaging. Measuring performance is also vital to making necessary changes going forward. Conscious marketers know the value in connecting the human element to the proven result.
Values Unity Creating an ecosystem of trust and unity is vital to creating brand confidence and value. That means uniting brands, partners, marketers, and advertisers on their shared value system, and creating an environment of harmony. Your network should be aligned, and if not quite there yet, conscious marketers are doing everything in their power to get there.
Makes an Impact Conscious marketers strive to make an impact wherever they go. Whether it’s standing up for what is right, actively working to fight unconscious bias, promising only things that can actually be delivered, or helping people make informed purchasing decisions, conscious marketers want to make a long-lasting impact, not just on their organization, but on the entire marketing industry. They are driven by the desire to make an impact at every step of the journey, that is noticed by others.
Perseveres With a Positive Attitude When the going gets tough… well, you know the phrase. No matter what challenges lie ahead, conscious marketers are able to ride out stormy weather and rough seas because they have confidence in themselves.
Empowers Others Conscious marketers aren’t just empowered individuals, but they also make sure to empower others. Research frequently shows that when employees feel empowered at work, they often have stronger job performance levels, higher job satisfaction, and a greater commitment to the organization. Conscious marketers want to uplift those around them and help them shine.
Filled With Passion Conscious marketers are passionate people. They are often leaders, spokespeople, and cheerleaders within their teams and the greater organization. They are well known for their passion in taking a holistic approach to ensure diversity, inclusion, and ethical practice is taking place across all parts of the brand ecosystem. They believe that conscious marketing isn’t just an option, but a responsibility, and those who prioritize it, build a more ethical business and enable greater loyalty, more relevant customer relationships, and form a ‘virtuous loop’ across all activities. Conscious marketers should live, breathe, and embody ethical business practices and processes, everywhere.
We believe that conscious marketing is the only kind of marketing, so we take our time to focus on what’s right to drive the industry forward. Looking to learn more about conscious marketing? Check out some real life examples here.
Research clearly proves that investing in marketing during times of economic crisis yields strong business results. Performance marketing is a CFO’s dream—with the ability to drive measurable growth for every dollar spent, it’s no wonder that it’s the preferred option in an unstable economic climate.
While branding and performance are traditionally seen as opposite extremes of the funnel, performance tactics are making their way up. Brands can use performance marketing to drive awareness and build relationships, and are able to use performance marketing for lead generation and to build out their own first-party data. Performance channels are evolving to deliver relevant, respectful experiences and build long-term customer relationships.
This article was originally posted on The Drum on October 27, 2022.
As we head into 2023, brands are planning how to grow and engage their audiences. Matterkind’s Nancy Hall, CEO US, lays out four strategies for building connections not just effectively but ethically.
As someone who is frequently invited to attend and speak at industry events, I have a confession to make: networking doesn’t come entirely naturally to me. By which I mean I kind of hate it.
But this “networkophobia” actually helped me out recently. I was planning a talk about audience strategy for an upcoming event, while simultaneously psyching myself up for the networking portion of the day, and I had a mini eureka moment.
Building connections and establishing trust
It struck me that networking is actually a pretty good analogy for what marketers have to do every day when they’re trying to build and engage audiences. They need to make connections, establish trust, and build credibility with people.
The trouble is, they can’t just walk up and ask questions like an enthusiastic (or in my case slightly reluctant) networker. What do you do for a living? What do you do for fun? Do you like to keep fit? Getting away for a vacation any time soon?
These are exactly the kinds of insight some brands spend millions trying to gather and use at scale. The kinds that drive personalization and inform media and messaging.
So, whether it’s small talk or big data, the similarities between networking and audience building hit me. That same spirit of connection-making is fundamental to the whole business of building audiences.
And it helped me recognize how that same spirit of connection-building is at play in some of the most successful audience strategies I’ve seen brands adopt – strategies I believe every marketer could benefit from as we head into 2023.
Action Based Data
Data must inform every audience interaction – but there are a few must-haves that even now are still often overlooked. The data must be informative, useful, accurate, and different.
In the context of action-based data, that means it must tell us something about audience interest and intent. Whether they’ve made a purchase or if they’re in the market to do so. About where they work or shop.
It must be accurate, so that it can inform messaging with specific attributes. It must be unique, or we risk serving our audience repeatedly (because the perfect interaction can be the worst the second time round).
Without these must-have attributes, action-based data won’t lead to better outcomes for the audience or your business.
Digital Responsibility
Another must-have that’s completely non-negotiable is that the data, as well as the technology and media that brands invest in, must be used ethically.
In the context of data, this kind of digital responsibility is about making sure information is sourced and used only in ways that are fair and just — that everything is properly permissioned and compliant with all laws, including the relevant individual rights. And as we go into 2023, with all the privacy laws (existing and new) that will be in effect, brands have to take digital responsibility seriously as they build out their first-party databases.
Ethically sourced data must be compiled from publicly available data, self-reported data, or from companies that inform people about data use and disclosure. In fact, all brands must work harder to educate and demonstrate that data is being used to create value for the individual and society.
Conscious Marketing
Audience strategies shouldn’t stop at the ethical use of data. Instead, brands should strive to adopt conscious marketing strategies that represent deliberate and respectful approaches to audience engagement.
Yes, this is about treating people kindly and with empathy, but there’s nothing soft and fuzzy about it. It means marketing to people based on what matters most to them, like social responsibility and diversity, equity and inclusion – achieved through population-representative audiences and media. It means creating a positive experience for people, through frequency management and cross-channel storytelling. It means vetting partners thoroughly – in media, tech, and data. And perhaps most importantly, it means making addressable media relevant, with messaging focused on real people and their unique wants and needs.
Delivering and Defining Outcomes
Some people think performance marketing is about focusing on conversions and sales at all costs. If brands learn anything in 2023, I hope it’s the ability to look beyond lower-funnel tactics to the breadth of outcomes they’re now able to optimize for.
Yes, you can do performance marketing across the entire marketing funnel. Whether you’re looking for reach, connecting with an incremental audience at scale or leading indicators like store visits, video completion rates, and time spent in a store or on a website. You can even consider efficiency drivers like cost per action, cost savings, reinvestments, or more working media.
Finally, there are conversions like landing page visits, bookings, store visits and leads – and, of course, the increased sales you can measure now that you’re able to quantify and optimize so much more than just sales.
Focus on What Matters to People
These audience strategies, like any good in-person networking event, boil down to focusing on what matters to people. It’s timeless advice, but it feels like a critical time to act on it as 2023 approaches.
I’ve already mentioned the heightened pressure from privacy legislation that brands will face in 2023 and beyond. Not to mention the macroeconomic pressures that mean marketers have to prove the value of every dollar invested to their CFOs.
It also comes down to the people in those audiences we’re so determined to build and engage. They’re savvy. They expect you to give them a great experience, tailored to their previous interactions, or they will leave you for another brand who can. And they are demanding more transparency and greater education about how their data is being collected and used by brands.
This has to be the priority of any brand (read: every brand) looking to build its audience in 2023.
Last month, members of our Matterkind team attended the eTail 2022 conference in Boston, where eCommerce and omni-channel leaders were able to network and share new solutions, strategies, opportunities, and challenges. There was quite a bit of excitement at the event, as it was one of the first face-to-face networking events in the last two years.
Over the three-day conference, top speakers gave keynote sessions featuring action-packed stories and disruptive strategies to level up a company’s digital business game. Here are three key takeaways from eTail 2022.
People want authentic, conscious marketing from brands One of the key conference themes centered around the importance of being authentic, honest, and purposeful in a brand’s marketing. More than 90% of individuals value authenticity from brands, and 66 percent of people agree businesses should take a key role in solving issues in society and culture. When discussing marketing campaigns that addressed sustainability, such as the session Tackling Sustainability Initiatives For Retail, there was a focus on making sustainability a part of the brand experience. Brands now have the perfect opportunity to create real conversations about the world around us.
Building retention programs that work As customer acquisition becomes more costly, many retail brands are making the shift toward marketing strategies that rely on owned channels, first-party data, and custom experiences. Focusing on the customer experience and staying efficient with spend will be crucial to brand success. During the panel discussion, Creating A Customer-Focused Retention Strategy, three retailers shared how they are prioritizing customer retention and developing strategies to drive brand advocacy and increase customer lifetime value. These ideas included creating a feedback loop to listen to what customers are saying and building it into your retention strategy. Building customer tailored emails, such as asking for feedback and empowering the customer to help create “what’s next” (i.e., new suggestions, new colors for a product), and being adaptive with content based on customer feedback help to build strong customer acquisition
In fact, retention was such a key focus, eTail has dedicated an entire day focused on email and retention at the West Coast edition of the event: eTail Palm Springs, happening February 27 – March 2, 2023. Download the agenda here!
Create Value Brand Partnerships Whatever size the business, brand partnerships are incredibly valuable assets. Brand partnerships are a tried and tested way to hack growth for newer organizations, but with unlimited partnership options, and so many potential matches out there, where one begin? In the keynote session, How To Create Brand Partnerships That Transform Your Business, insider tips and info were shared on how to find the perfect match, guiding the creation of a winning partnerships strategy, shortlisting potential partners, creating compelling concepts and pitches, and much more. Creating brand partnerships that have value isn’t just important, but vital to diversifying the success of your brand. Building partnerships that align with brand strategy and deliver measurable, guaranteed outcomes is key to brand growth.
As the ecommerce world continues to evolve, marketing and advertising efforts will need to adapt as well. Marketers need to stay on top of industry-wise and retailer developments in order to keep their brands relevant, relatable, and conscious. Follow Matterkind on Twitter, LinkedIn, and Instagram for more info on intentional, sustainable, high-performance marketing that delivers guaranteed outcomes.
New Balance and Matterkind took home the 2022 Gold Award for Best Multi Channel Campaign Strategy: Modernized Partnerships to Drive Cross-Channel Collaboration at the inaugural US Partnership Awards. The two companies worked together to bolster New Balance’s affiliate program and diversify partnerships; the results are outlined in one judges commentary, “[The campaign] demonstrates the ability to use data to optimize across various channels and how affiliate marketing should be viewed in the media mix.”
The Partnership Awards recognizes the best of the best in partnership, affiliate, performance, and influencer marketing. For more information on the awards, click here for US Partnership coverage and here for coverage from PerformanceIN.
Read our full case study with New Balance below.
New Balance recently embarked on a journey to elevate and reinforce its position as a premium lifestyle & performance brand. As part of this journey, New Balance realized it needed to reinvigorate and modernize its affiliate marketing program. Historically undervalued and misunderstood at New Balance, affiliate programs were largely dependent upon a handful of lower-funnel, discount and coupon-focused tactic and partners that underperformed. The programs suffered from lack of performance insight and transparency in large part due to challenges with the existing platform capabilities and setup. This left the affiliate channel siloed from other marketing channels and its strategic significance weakened.
To address the challenges of this channel, Matterkind helped New Balance focused on the following: Audit Partners to Diversify Partner Mix and Lower Underperforming Dependencies
Over a 12-month period, Matterkind transitioned dependency on coupon sites from 90 to 10%; removing 38 discount partners that drove little or no value.
At the same time Matterkind onboarded 100+ new partners and significantly grew program revenue YoY, driving top-of-funnel conversions and capturing consumers in ‘discovery mode’ during purchase journey.
Establish New Strategic Partnerships That Better Aligned with Brand Strategy and Highly Indexed with Desired Audiences, including:
Traditional Publications: NYPost, Buzzfeed, Gear Patrol, et al., created advertorial content around key search terms like ‘Best Running Shoes’ and ‘Essential Apparel for Winter.’
Influencers: Sourced and setup sneakerhead influencers like Hes Kicks and Eddie Win to review products and deliver content on product quality, brand history, new releases, etc.
Key Opinion Leaders: Hypebeast, Highsnobiety, Complex, and other websites and communities that influence trends, brand affinity and purchase behavior.
Provide Measurement and Transparency to Align with Cross-Channel Teams and Drive Visibility, Collaboration & Long-Term Brand Strategy
Better able to understand channel and partner value and identify opportunities for cost savings and re-investment into other or new partners.
Championed program to ensure agency channel and brand teams understood the types, value and influence of partnerships. Now seen as valued channel from leadership.
Other internal teams, including PR, brands, and lifestyle have all begun engaging with partners and incorporating into omni-channel strategy. For example, PR now has a process where products and education materials to explain technical aspects of shoes are seeded directly to affiliate partners.
Matterkind educated leadership on recent innovations with new partnership categories improved technology and measurement and how competitors were utilizing the channel for business growth. By working together, New Balance and Matterkind completely revamped their affiliate and partnership programs to drive outcomes that aligned with the premium lifestyle and performance positioning.
Right now, working in marketing is about finding ways to meet people where they are and engage them authentically. Millennials led the shift toward online shopping, digital activism and achieving work-life balance, while Gen Z is full of digital natives who can spot a grift from a mile away. Both generations value diversity and inclusivity and want to know brands’ stances on social issues.
To adapt to these new expectations, Kinesso’s Matterkind has implemented “conscious marketing” and launched Outcome Navigator (ON) — a suite of applications to help marketers navigate the changing landscape of the industry. Outcome Navigator’s offerings help focus marketing efforts on creating more thoughtful, respectful engagement with customers to achieve several key business outcomes vital to a marketing professional.
Affiliate Outcomes Outcome Navigator analyzes existing affiliate programs to identify potential opportunities and partnerships. Matterkind recently did this for a premium lifestyle and performance shoe brand’s affiliate program. The ON audit enabled the client to decrease its dependency on underperforming affiliates, onboard new partners and connect with publications, influencers and thought leaders who could increase brand awareness and impact purchase behaviors.
Commerce Outcomes The commerce outcomes capabilities within Outcome Navigator enable companies to use purchased based data to reach potential customers. ON uses retailer first-party data, not third-party cookies, to help brands measure total sales and understand what’s driving in-store and online sales.
Qualified Lead Generation With the end of the use of third-party cookies looming, establishing direct relationships with people is important. The ON-qualified lead generation capability allows companies to grow their databases in a way that incorporates privacy by design.
Having a reputation as a responsible, ethical business is increasingly important to resonate with people , build trust, and maintain their confidence. So, from CSR to conscious marketing – we explore the differences, and look at how brands should approach responsible practices today.
Ethics in Business
Do you consider your brand to be ethical, considerate, and responsible?
In a world where people align their loyalty with the brands that resonate with their convictions, considering brand image and ethical reputation is critical.
Of course, business ethics and Corporate Social Responsibility (CSR) are nothing new. Brands have long known that being perceived as a force for good is critical for building trust and long-term brand relationships.
But today, maintaining a positive brand image often means more than investing in occasional acts of social responsibility, charity, or PR.
Your customers are smart! And in a more transparent, digital world than ever before, they want the brands that matter to them to show that they’re authentic and inclusive – and that they demonstrate their ethics through their actions, products, messaging, and more.
How do CSR and conscious marketing fit into this?
As customers expect more from the brands they engage with, single acts of CSR may not be enough to drive the full change that a truly ethical and relevant brand needs.
Adopting a conscious approach that prioritizes a people-first stance, and addresses ethics at a deeper level, is increasingly the answer for brands that want to evolve, and stay competitive.
Doing so means going beyond ‘lip service’ ethics which are done for brand-optics benefits alone, and adopting an authentic business framework that ingrains a conscious attitude through every layer of a business.
Now, that might sound like a big shift!
However, there are ways to help your brand become a platform for positive change gradually; from the language you use to the audiences you connect with, to the company ethos you follow, and more.
Conscious Marketing vs. CSR – How do they Differ?
What is Corporate Social Responsibility?
CSR, or Corporate Social Responsibility (also known as Corporate Citizenship), describes a business model that is designed to help an organization be accountable to ethical, social, environmental and economic initiatives; and to do so in a way that also meets the expectations of stakeholders and shareholders.
In this sense, CSR is a business-first approach that allows organizations to be mindful of the impact they have on society, and to enhance and positively support key causes – from environmental initiatives, to community and societal change.
The form CSR takes will vary from business to business, but it is often delivered through occasional, short-term philanthropy, charity donations, or volunteer efforts. As a result, CSR programs often support public brand awareness and brand image perception, which can appeal to customers and talent, and also boost staff morale.
Because of the requirement for CSR to be accountable first to the business, organizations that adopt CSR tend to be larger in size (and have a larger impact on the environment and society). They therefore invest in CSR as a means to address and balance social responsibility, in addition to ensuring positive business optics.
What is conscious marketing?
Conscious marketing describes a top-down business process designed to permeate conscious and ethical thinking into every business action, policy, practice, and message.
As a people-first approach to marketing, advertising, process, and ethos across a business, conscious marketing helps brands embrace a more respectful, relevant, and kind way of engaging with customers. And, as a people-first, ethos-based model, conscious marketing can be achieved by an organization of any size.
Aligning a company’s mission with the values and principles of its customers, a conscious approach goes deeper than responsible messaging or CSR activities alone; it manifests itself through always-on, everyday business action and practice, to ensure responsibility and accountability everywhere. As a result, where occasional CSR programs support positive brand image perception, conscious marketing drives support by being truly relevant and aligned with customers’ convictions, acting as a foundation for growth and loyalty through good practice.
Is conscious marketing the same as corporate social responsibility?
With customers more aware than ever of the values, principles, and social impact that the brands around them have, prioritizing your approach to social responsibility has never been more important.
Both CSR and conscious marketing are options that enable responsibility, and contribute positively to ethical, environmental, and community initiatives.
However, the two differ in their foundations; CSR is more of an occasional ‘add-on’ initiative to a business’s priorities. It does not necessarily reflect the core of how that business operates, or the impact on its its customers, partners or staff.
In contrast, conscious marketing integrates ethical practice into actions across a business, such as:
creating inclusive internal processes and practices (such as removing microaggressions from language, or dedicating a percentage of a campaign spend to community and social causes)
choosing and supporting business partnerships, technologies, clients and staff that are diverse, ethical and inclusive
taking a respectful approach to marketing initiatives that adapt to people’s needs, i.e. serving messaging that’s considerate of its content and frequency, and avoids over-messaging (and as a result, also reduces ad spend waste),
…and much more
CSR
Conscious Marketing
Business optics-first
People-first
Supports social responsibility through set vocational programs
Supports social responsibility through every business action
Occasional programs
Always-on, integrated through the business
Suits larger organizations
Suits all organizations
Appeals to people through positive brand image
Appeals to people through relevant, responsible actions that align with their convictions
Conscious with a Conscience
Taking any step to integrate ethical practice and social responsibility within your organization is, increasingly, the key to succeeding competitively, win trust, and ensure you’re seen as a ‘good actor’ in the marketplace.
The question of whether CSR or conscious marketing is the best fit for you depends – are you looking to adopt a light-touch, short-term action to boost your brand image and bottom line?
Or, do you want your reputation as an authentic, ethical business to run deeper; to make a conscious shift into transparent, responsible practices that build customer relationships and brand safety for the long term?
Making a conscious choice can help you to do just that.
Trust is key in building a great workplace for all, so at Matterkind, we focus on fostering an environment of care, compassion, and confidence that led to our certification as a Certified™ by Great Place to Work®. More than 86% of survey respondents reported that Matterkind is a great place to work, compared to 57% of employees at a typical U.S.-based company, and we are committed to increasing that every day. Get to know more about what makes Matterkind a Great Place to Work® from our employees across the country.
Joshua Rundle, Director, Addressable Activation and Strategy
I really like the hyper-conscious work-life balance, particularly during the pandemic. There is always a reminder from all levels of leadership to take breaks, and there is a focus on impact rather than hours worked. The “Kind Days” are a huge reflection of this, as they really force people to relax.
Megan Ma, Associate in Addressable Activation
The two main things I love about Matterkind are the work-life balance and the inclusivity!
Liam Toman, Associate, Addressable Activation I really appreciate the culture of open communication, which is conducive to the needs of continued learning, i.e., feeling safe asking questions.
Aaron Nahas, Director, Addressable Media Matterkind continues to be a center of knowledge in the addressable media space. Even with all the frequent changes in our industry, Matterkind continues to leverage its resources and networks to make sure the teams have a finger on the pulse of the media industry and make the best plans for how to navigate their client’s brand to new heights.
Laura Gonzalez, Director of Addressable Strategy The Matterkind Strategy and Activation teams are some of the hungriest to learn people I’ve worked with, and yet everyone is very willing to lend a helping hand regardless of seniority.
According to Great Place to Work® research, job seekers are 4.5 times more likely to find a great boss at a Certified™ Great Place to Work®. Additionally, employees at Certified workplaces are 93% more likely to look forward to coming to work, and are twice as likely to be paid fairly, earn a fair share of the company’s profits, and have a fair chance at promotion.
Looking to grow your career at a company that puts its people first? Visit our careers page at https://kinesso.com/careers/.
At Matterkind, we recognize the value of our employees and the talent they bring every day. Without the strength of our teams, we would not be able to grow into the thriving, diverse community we have established here today.
Every month, Matterkind spotlights individuals from across the globe who have gone above and beyond. These employees are known as our Ascenders of the Month, and you can learn a little more about them below.
Pablo Abreu, Director of Addressable Strategy & Activation Pablo Abreu is the Director of Addressable Strategy & Activation at Matterkind, working on various accounts. Pablo loves “how bright and resourceful everyone is,” and the true sense of community at Matterkind. “I appreciate how we all support one another in so many different ways, everyone has so much to offer, and I find myself constantly learning.” Pablo thinks his coworkers would describe him as “thoughtful,” and if he could have any superpower, he would want the ability to heal others.
László Farkas, Head Of Technology for DE As the Head of Technology for DE, László is responsible for the development and the maintenance of the in-house tech stack. He focuses on delivering quality, data-driven insights to his colleagues across teams. László constantly feels amazed by the thriving work culture displayed at Matterkind, and the different paths you can choose within the organization to develop a greater sense of ownership. He thinks that his coworkers would describe him as “detailed,” and if he had to describe his team in three words, he would say that they are, “such great people!”
Johanna Lavini, Managing Director Johanna Lavini is the Managing Director of the Peruvian Market, and is just shy of celebrating one year at Matterkind! Above all, Johanna really loves the diversity here at Matterkind, as well as the shared knowledge around technology and data. When asked to describe herself in one word, Johanna thinks that “leader” describes her best, and that her coworkers would agree. She describes her team as “intrepid, enthusiastic, and curious.”
Akshat Singh, Programmatic Manager Akshat Singh is the Programmatic Manager and has been at Matterkind for two years. He loves the breadth of learning that the Matterkind community offers and is focused on helping clients grow and succeed by engaging with their audiences. Akshat thinks coworkers would describe him as a “Jolly-Good-Fellow,” (which we love!). If Akshat ever writes an autobiography, he will title it Order in Chaos.
We believe we are so much more than the sum of our parts and believe in the strengths of each individual and every team. Our culture is built on lifting each other up, caring for our communities, and making a positive impact. Interested in joining our collaborative environment? Check out our open positions now.
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