{"id":19514,"date":"2020-08-12T18:24:13","date_gmt":"2020-08-12T18:24:13","guid":{"rendered":"https:\/\/bostonchamber.com\/thought-leadership\/futurex-summit-lessons-for-marketers-navigating-through-2020-beyond\/"},"modified":"2022-03-30T16:47:32","modified_gmt":"2022-03-30T16:47:32","slug":"futurex-summit-lessons-for-marketers-navigating-through-2020-beyond","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/futurex-summit-lessons-for-marketers-navigating-through-2020-beyond\/","title":{"rendered":"FutureX Summit: Lessons for Marketers Navigating Through 2020 &#038; Beyond"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,0.5),rgba(0,0,0,0.5)) !important;\r\n    }<\/style><div id=\"ra_id_1647935307\" class=\"banner dark-hero-theme standard\" style=\"background-image: url()\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-7\"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        FutureX Summit: Lessons for Marketers Navigating Through 2020 &#038; Beyond                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                            <span tabindex=\"0\">August 11, 2020<\/span>                    <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>Last week we hosted our second all-virtual&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SpellingErrorV2 SCXW210402980 BCX0>FutureX<\/span><\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>&nbsp;Summit,&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>where<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>leaders in&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>brand marketing and digital media<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>convened to share how they\u2019re helping their organizations navigate the changing world we live in and address shifting consumer needs and expectations.<\/span><span class=EOP SCXW210402980 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335559739&quot;:120,&quot;335559740&quot;:259}>&nbsp;<\/span><\/p>\n<p><span class=EOP SCXW210402980 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335559739&quot;:120,&quot;335559740&quot;:259}><\/span><\/p>\n<p><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US <the= event= focused= on= some= of= today\u2019s= most= relevant= issues= in= t<= span=>The event focused on some of today&#8217;s most relevant issues in the advertising and marketing industry,<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>&nbsp;including how the community can create a more diverse workforce; how brands should respond and react to the tidal wave<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>s<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>of social justi<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>ce; and how teams working remotely can keep the creative spark alive.<\/span><span class=EOP SCXW210402980 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335559739&quot;:120,&quot;335559740&quot;:259}>&nbsp;<\/span><\/p>\n<p><span class=EOP SCXW210402980 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335559739&quot;:120,&quot;335559740&quot;:259}><\/span><\/p>\n<p><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>Read on for some&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>noteworthy takeaways&nbsp;<\/span><span class=TextRun SCXW210402980 BCX0 xml:lang=EN-US lang=EN-US>from the sessions&#8230;<\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3><strong>Hiring diverse talent is just the beginning.&nbsp;&nbsp;<\/strong><\/h3>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Our first session, <strong><em>Time for Action: How the Digital Marketing Community Can Come Together to Create a Diverse Workforce<\/em><\/strong>, featured a powerhouse panel of women who are all dedicated advocates for their organizations&#8217; diversity and inclusion efforts.&nbsp;<\/p>\n<p>The panel shared insights on where to start when prioritizing the development of a diverse and inclusive workforce and moving beyond simply hiring diverse people.&nbsp;<\/p>\n<p>A crucial part of improving your DE&#038;I efforts is checking the pulse of where you currently stand and getting educated, said <strong>Noor Naseer<\/strong>, Senior Director, Media &#038; Technology Innovations at <a href=http:\/\/www.centro.com>Centro<\/a><strong><\/strong>.&nbsp;<\/p>\n<p>\u201cDon\u2019t just stand for something you don\u2019t fully understand,\u201d she underlined.&nbsp;<\/p>\n<p>Noor recommends not just relying on internal resources, but also seeking out appropriate external resources when necessary.&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong><em>You don\u2019t want to just think about bringing in new employees that look diverse, you need to think about how you\u2019ll include them and cultivate a culture that makes them want to stay. &#8211; Noor Naseer<\/em><\/strong> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935307\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyondzsqgw.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>What\u2019s also important is dedicating resources to help set up the pipeline and show people of color that this is an industry that welcomes them, Noor added. When people don\u2019t feel embraced by the industry, they aren\u2019t as likely to go down those pathways.&nbsp;<\/p>\n<p>\u201cEspecially in advertising and marketing, it\u2019s getting awareness out there early that this is a career path and [there are] organizations out there where you can feel like you belong,\u201d said <strong>Corean Canty<\/strong>, COO of <a href=http:\/\/www.goodwaygroup.com>Goodway Group<\/a>.&nbsp;<\/p>\n<p>Creating targeted goals and setting intentions for how your company can expand its efforts is a must. Then go beyond that and expand those intentions into actual programs you can target against.&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935307\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyondvwl65.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong><\/strong><strong>Melanie Liu<\/strong>, Video Producer at <strong><a href=http:\/\/www.digitas.com>Digitas<\/a><\/strong>, pointed out that there are many organizations who have already laid the groundwork, so it\u2019s no longer an excuse to say that you can\u2019t find the talent. Just a few examples she mentioned were <a href=https:\/\/adcolor.org\/>AdColor<\/a>, <a href=https:\/\/lnkd.in\/etyFg8U>Creative Women of Color<\/a>, <a href=https:\/\/lnkd.in\/etRrWsP>Latinxs Who Design<\/a>, amongst many others.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong><em>If you say there\u2019s not enough diverse talent out there, you\u2019re already setting up a barrier.<\/em><\/strong><strong><em> &#8211; Melanie Liu<\/em><\/strong> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>All of our speakers echoed the fact that while you can recruit lots of people with diverse backgrounds, it\u2019s going to be very hard to retain them if you\u2019re not creating an inclusive environment.&nbsp;<\/p>\n<p>Melanie said that Digitas has a lot of goals around recruitment, retention, and making sure they\u2019re creating an inclusive space&nbsp;&mdash;&nbsp;and if they become a leader in the space, they can help guide others to do the same.&nbsp;&nbsp; <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935308\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyondexg6u.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3><strong>Brands&nbsp;today are expected to&nbsp;take a&nbsp;stand, but they&nbsp;shouldn\u2019t stray too far from their mission.&nbsp;<\/strong><\/h3>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>In his keynote on brands and social justice, <strong>Dipanjan Chatterjee<\/strong>, VP, Principal Analyst at <a href=http:\/\/www.forrester.com>Forrester<\/a>, discussed the delicate tightrope that today\u2019s brands need to balance on.&nbsp;<\/p>\n<p>Historically, brands weren\u2019t typically expected to take a stand on social issues \u2013 they were there for mostly functional purposes. Things have certainly changed in the last decade or two, whereas today most customers do expect brands to take a position on political or social issues.<\/p>\n<p>\u201cWe\u2019ve seen protests before, but from a business standpoint, from a brand standpoint, it\u2019s been largely ignored,\u201d noted Dipanjan. \u201cIt\u2019s gone on unnoticed. But we do know that something is different this time. Without exception, there is not a brand, there is not a business that has not been touched, has not been impacted by this.\u201d&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935308\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyond1orsj.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>What\u2019s different about 2020, Dipanjan proposed, comes down to a few different change agents. First, the fact that the nature of brands has changed, and the nature of our engagement with them has changed. Second, today\u2019s consumer has different expectations: 78% of people ages 18-34 who were surveyed said they expected brands to take a stand on racial justice. Additionally, a company\u2019s employees also have greater expectations than they did back in the day.&nbsp;&nbsp;<\/p>\n<p>Keeping these in mind, it\u2019s important to remember that at the end of the day, \u201cbrands have a significant capacity to influence what we, as a society, think and believe,\u201d said Dipanjan. And thus, brands should be using their influence and power to drive positive change.&nbsp;<\/p>\n<p>When doing so, however, Dipanjan emphasized the importance for brands to have a set of overarching umbrella values and to determine what matters most at their core.&nbsp;&nbsp;<\/p>\n<p>Identifying your brand\u2019s main purpose can help direct where to allocate the most energy and dollars. This doesn\u2019t mean not speaking up for social causes that don\u2019t perfectly align, but don\u2019t be that company that simply uses social justice as a marketing strategy.&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3><strong>Employee-employer alignment&nbsp;is&nbsp;critical.&nbsp;<\/strong><\/h3>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Some brands may be able to trick their customers, but there\u2019s no skirting by their employees.&nbsp;<\/p>\n<p>If you don\u2019t do the right thing by your employees and your employees are not bought in to your mission and values, that\u2019s not a recipe for success. The alignment between employee and employer needs to be there, said Dipanjan.&nbsp;&nbsp;<\/p>\n<p>In survey results he shared during his presentation, 39% of people polled said they have chosen not to pursue a job because of a perceived lack of inclusion.&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong><em>If you choose not to be inclusive, you do<\/em><\/strong><strong><em> not only <\/em><\/strong><strong><em>exclude the people that you don\u2019t want, you also exclude the people that you do want<\/em><\/strong><strong><em>.<\/em><\/strong><strong><em> &#8211; Dipanjan Chatterjee<\/em><\/strong> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><span class=TextRun SCXW141650634 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW141650634 BCX0>Echoing the points of our&nbsp;<\/span><\/span><strong><em><span class=NormalTextRun SCXW141650634 BCX0>Time for Action<\/span><\/em><\/strong><span class=TextRun SCXW141650634 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW141650634 BCX0>&nbsp;panel, it\u2019s critical that brands and organizations promote the kind of culture that makes people feel that they are welcomed and belong<\/span><\/span><span class=TextRun SCXW141650634 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW141650634 BCX0>.<\/span><\/span><span class=EOP SCXW141650634 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335559739&quot;:120,&quot;335559740&quot;:259}>&nbsp;<\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935308\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyondtkov4.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3><strong>Taking time to refuel your tank is a must for creativity.&nbsp;<\/strong><\/h3>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Most of our industry has had to shift to working from home, and it\u2019s looking like that won\u2019t change for quite some time.&nbsp;<\/p>\n<p>Unfortunately, losing out on the water-cooler moments and time to catch up with colleagues can lead to some serious lack of inspiration.&nbsp;&nbsp;<\/p>\n<p>That\u2019s why we gathered some creatives to share how they\u2019ve adapted and what strategies they&#8217;re using to keep up the creativity while working remotely.<\/p>\n<p><strong>Dustin Devlin<\/strong>, Co-Founder and Creative Director at video production firm, <a href=http:\/\/www.vagrants.com>V A G R A N T S<\/a><strong><\/strong>, told us that, for his team it\u2019s been important that they make time for social hours where they can blow off steam and just talk about their days, without having the pressure of a meeting that everyone just wants to get done.&nbsp;&nbsp;<\/p>\n<p>\u201cPeople tend to underestimate the kind of stress that can develop while you\u2019re working from home,\u201d said Dustin.&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935308\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyonds8ic6.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong>Greer Pearce<\/strong>, VP of Strategy at <a href=http:\/\/www.ampagency.com>AMP Agency<\/a>, said that while at first video calls seemed to be a great equalizer in meetings, it didn\u2019t take long for people to start suffering from Zoom fatigue. She therefore encouraged her team to take walks while on calls whenever possible, and do what they could to take their eyes off the screen for a bit.&nbsp;<\/p>\n<p>The WFH dynamic requires people to be more deliberate about the start and end to the work day, added <strong>Liz Paquette<\/strong>, Director of Brand at <a href=http:\/\/www.drizly.com>Drizly<\/a>. Liz stressed the need to push one another to just \u2018check out,\u2019 since sometimes you can get the best ideas when you\u2019re out of your day-to-day.&nbsp;&nbsp;<\/p>\n<p>That\u2019s why it\u2019s so critical that you take time to de-stress and to have those moments with co-workers where you talk about things outside of work. As <strong>Rob DeSalvo<\/strong>, VP, National Sales &#038; Content Solutions at <a href=http:\/\/www.undertone.com>Undertone<\/a> put it: \u201ctake the time to refresh and reboot and then get back in there.\u201d&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n        <section class=\"fullwidth-carousel-section text-center\"  id=\"ra_id_1647935309\">\r\n        <div class=\"container\"><h2 tabindex=\"0\"><\/h2><div class=\"fullwidth-carousel-wrapper\"><div class=\"fullwidth-carousel\" role=\"region\" aria-label=\"carousel\"><div class=\"item\"><div class=\"fc-image \"><div class=\" ratio ratio-16x9\"><img decoding=\"async\" class=\"tabindex lazyload\" tabindex=\"0\" data-caption=\"\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Summit-Lessons-for-Marketers-Navigating-Through-2020--Beyondq0shp.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/300;\"><\/div><\/div><\/div><\/div> <\/div><\/div><\/section>\r\n<script type=\"text\/javascript\">\r\n\/\/ jQuery(document).ready(function($){\r\n\/\/     $(\".fc-image\").one(\"click\",function(){ \r\n\/\/         $('body').addClass('hideAfter');\r\n\/\/         if($(this).hasClass('video-poster-wrapper')){\r\n\/\/             $(this).find('.fc-video-poster').hide();\r\n\/\/             $(this).addClass('hideAfter');\r\n\/\/             $(this).find('.fc-video-frame').show();\r\n\/\/             var symbol = $(this).find('.fc-video-frame iframe')[0].src.indexOf(\"?\") > -1 ? \"&\" : \"?\";\r\n\/\/             $(this).find('.fc-video-frame iframe')[0].src += symbol + \"autoplay=1\";\r\n\/\/         }\r\n        \r\n\/\/     });\r\n\/\/     $(\".fc-image\").click(function(){ \r\n\/\/         console.log(\"I am click function\");\r\n\/\/     });\r\n\/\/ }); \r\n<\/script>\r\n\r\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3>Changing your perspective leads to inspiration.&nbsp;&nbsp;<\/h3>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>As we work from home, we\u2019re not only missing out on interfacing with coworkers, we\u2019re also missing the times we get out in the world during daily commutes, lunch breaks, and so on.&nbsp;&nbsp;<\/p>\n<p>Since those times have largely gone away, it can be hard to break ourselves out of our own little bubbles.&nbsp;<\/p>\n<p>Greer Pearce said everyone must make a more conscious effort to create the time and space to spark creativity. One thing that\u2019s helped her is trying to get out of her workspace and go outside as much as possible. Additionally, she\u2019s encouraged her team to leverage the internet for inspiration through lots of social listening.&nbsp;&nbsp;<\/p>\n<p>\u201cListening to conversations in different communities and expanding the places where [they&#8217;re] drawing inspiration from\u201d has helped her team keep up creativity.&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Another way to get a different perspective can be to set up meetings with people outside of your typical sphere of communication, added Liz Paquette. At Drizly, they use a tool called <a href=http:\/\/www.donut.com>Donut<\/a> that sets an employee up with someone outside of their department to help them connect.&nbsp;<\/p>\n<p>Dustin Devlin shared that the biggest adjustment his company has had to adapt to is just being in one place and getting in a new routine. So he\u2019s tried to really promote a culture that supports and encourages his team to use the time they would\u2019ve been using commuting to go on a morning hike, run, or some other activity that will provide a good change of scenery. Dustin noted that working from home should have its advantages; it should feel better than working at work.&nbsp;<\/p>\n<p>\u201cNot having to worry about your commute or all that wasted time \u2013 that should be the perk of working from home and if we\u2019re not doing that then we\u2019re doing something wrong.\u201d&nbsp;<\/p>\n<p>Keeping this in mind as you continue to work from home, remember that it\u2019s up to you to get out and actively seek different perspectives and scenery in order to fuel not only your tank, but also your creativity.&nbsp;&nbsp;<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><strong style=background-color: initial;><em><span class=NormalTextRun SpellingErrorV2 SCXW222608473 BCX0 DefaultHighlightTransition>___________________________________________________________<\/span><\/em><\/strong><\/p>\n<p><strong style=background-color: initial;><em><span class=NormalTextRun SpellingErrorV2 SCXW222608473 BCX0 DefaultHighlightTransition><br \/><\/span><\/em><\/strong><\/p>\n<p><strong style=background-color: initial;><em><span class=NormalTextRun SpellingErrorV2 SCXW222608473 BCX0 DefaultHighlightTransition>FutureX<\/span><\/em><em><span class=NormalTextRun SCXW222608473 BCX0>&nbsp;is a curated program, powered by MITX &#038; BIMA, that unites marketing and media professionals with industry titans and quiet giants in content-rich, knowledge-sharing environments.<\/span><\/em><\/strong><span class=EOP SCXW222608473 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:120,&quot;335559740&quot;:259} style=background-color: initial;><strong>&nbsp;<\/strong><\/span><\/p>\n<p>FutureX is sponsored by <a href=https:\/\/bit.ly\/FutureXADT>Adtheorent<\/a>, <a href=https:\/\/bit.ly\/FutureXeffectv>Effectv<\/a>, <a href=https:\/\/bit.ly\/FutureXHybridTheory>Hybrid Theory<\/a>, and <a href=https:\/\/bit.ly\/FutureXInMarket>Inmarket<\/a>.<span class=EOP SCXW222608473 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:120,&quot;335559740&quot;:259} style=background-color: initial;><\/span><\/p>\n<p><span class=EOP SCXW222608473 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:120,&quot;335559740&quot;:259}><\/span><\/p>\n<p><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>Never miss a&nbsp;<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SpellingErrorV2 SCXW222608473 BCX0>FutureX<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>&nbsp;even<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>t &#8211;<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>&nbsp;<\/span><\/span><a href=https:\/\/visitor.r20.constantcontact.com\/manage\/optin?v=001qrD4A3S5xJ7TOP5nDCdEQWEuXcHIe5NuMHBJZwRLj0zplCXweImGNwG9y4iiQlEQhxFdad0fYjOlqx_Xf_do4eQ1JrgXmbT7eeXs_oWePNQ%3D class=Hyperlink SCXW222608473 BCX0 target=_blank rel=noreferrer noopener><span class=TextRun Underlined SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0 data-ccp-charstyle=Hyperlink><strong>s<\/strong><\/span><\/span><span class=TextRun Underlined SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0 data-ccp-charstyle=Hyperlink><strong>ubscribe now<\/strong><\/span><\/span><\/a><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>&nbsp;to receive updates on&nbsp;<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SpellingErrorV2 SCXW222608473 BCX0>FutureX<\/span><\/span><span class=TextRun SCXW222608473 BCX0 xml:lang=EN-US lang=EN-US><span class=NormalTextRun SCXW222608473 BCX0>&nbsp;or other MITX events.<\/span><\/span><span class=EOP SCXW222608473 BCX0 data-ccp-props={&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:120,&quot;335559740&quot;:259}>&nbsp;<\/span> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":19513,"parent":0,"menu_order":0,"template":"","meta":{"content-type":"","inline_featured_image":false},"tags":[72,67,71],"class_list":["post-19514","thought-leadership","type-thought-leadership","status-publish","has-post-thumbnail","hentry","tag-advertising","tag-bima","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FutureX Summit: Lessons for Marketers Navigating Through 2020 &amp; 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