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Kathy Varol
Purpose Strategy Expert; Former Head of Global Purpose Strategy at Adidas
Kathy created the Global Purpose (corporate social responsibility) strategy for adidas, a 22 billion dollar global company. Now Kathy helps her clients use purpose to stand out in a competitive environment, attract the best talent, gain consumer loyalty, and fully harness the innovative brainpower of their employees.
Bio
Kathy built the global purpose strategy for Adidas, a 22-billion dollar company. Now Kathy shares her knowledge with audiences on how to embed a purpose into their company to stand out in a competitive environment, attract the best talent, drive employee engagement, gain enviable consumer loyalty, and fully harness the innovative brainpower of their employees.
Kathy is called a “force for change” and a “transformative storyteller.” The global purpose strategy Kathy built for Adidas encompassed everything Adidas does to positively impact people and the planet, including:
- A holistic sustainability strategy that further established adidas as a leader in retail sustainability, and inspired an army of loyal brand advocates to join a movement to end plastic waste.
- An impactful social equality strategy that provided access to sport for girls around the globe, developed new products, and initiated bold corporate actions to stand against inequality (including equal bonus pay for Women's World Cup winners, and supporting the fight for racial justice in the USA).
- A progressive Diversity and Inclusion (D&I) strategy that fostered a culture of inclusion, collaboration, and continuous improvement with internal processes, metrics, and accountability.
This Global Purpose strategy created impact. A thorough assessment by S&P in 2021 awarded adidas an ESG score of 85, placing the company among the top 10% rated by S&P Global Ratings.
Kathy started her career as a bright-eyed idealist, joining the Peace Corps straight out of college. Along her journey, the idealist combined with her inner strategist, creating a catalyst for good. Now Kathy has 20 years of experience in brand marketing, strategy, and impact, working at established brands like adidas, MillerCoors, and Microsoft.
Kathy is a sought-after speaker, Purpose Strategy Expert, and CSR & ESG consultant who has spoken and led workshops around the globe. She shares her knowledge with audiences on how to embed a purpose into their company in order to transform their culture, their business, and impact the world.
Kathy also hosts the “Purpose and Profit” podcast, where she interviews some of the most innovative business leaders using business as a force for good. The “Purpose and Profit” podcast is rated in the top 2.5% of podcasts globally.
Keynotes
Featured Keynote
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Drive Profit With Purpose
How do you stand out in an increasingly competitive marketplace? How do you attract top talent? How do you increase profitability?
You do something remarkable. Purpose makes brands remarkable.
As consumers, we're putting our dollars toward companies with aligned values. 85% of millennials in the United States would switch brands for a good cause, and 50% of growth in consumer goods went to sustainability marketed products between 2013 and 2018.
As employees we’re looking for meaning in our careers, and the best talent is choosing to work for organizations that feed their heart as well as their bank account. 92% of millennials believe that working for an environmentally and socially responsible company is important.
In the modern world, companies without a purpose beyond profit will be left behind. You can either be a pioneering force for good in your industry, or the disrupted.
In the Drive Profit with Purpose keynote, Kathy will reveal her 4-step Brand Purpose Model to engage your organization, inspire innovation, and win the hearts of your consumers
You Will Learn:
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7 common mistakes in creating a purpose-led organization
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Why a corporate social responsibility department won't get you the impact - or the credit - you want
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How to get the best talent knocking on your door and have the most engaged employees
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Why doing good is the magic bullet to get the most powerful form of advertising (for free!)
Is Perfect For Leaders And Companies:
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Competing in a crowded market
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Creating differentiation through marketing, ingredients and/or process
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Struggling with a talent shortage, high turnover, and/or high employee disengagement
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Looking to accelerate growth and increase ROI (in a sustainable way)
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Ready to unlock the innovative brainpower of their employees
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