Vitafoods Insights is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Vitafoods Europe 2023

Purpose-led marketing for success: Listening to the consumer [video]

Video-Purpose-led marketing for success: Listening to the consumer [video]

Gillian Fish shares insights into strategies to unlock effective, purposeful story-telling that matters to your B2B or B2C audience.

In an era of heightened anxiety and the pressures of daily life, each moment we demand of our audiences, either B2B or B2C, is precious. Brands must use time and money wisely to deliver effective marketing that genuinely matters and impacts their audience. 

When a brand communicates its purpose and values, it differentiates itself from competitors who may solely focus on promoting the functional benefits of its products or services. Purpose-led marketing helps brands create a unique identity and personality that customers can relate to on a values-based and emotional level rather than only at a functional level.

Watch the presentation video below.



Gillian Fish

Gillian Fish, Founder & CEO, The 6AM Agency

Gillian Fish is the Founder & CEO of The 6AM Agency, an integrated creative communications agency with a deep specialisation in health, well-being, nutraceuticals, sustainability and purpose. Formerly a magazine editor and author of two books - Good+Well (2017) and Resilience (2020), Gillian is deeply curious about audience behaviour and trends that impact marketing and communications in this sector. A story-teller by trade, her passion for work across the nutraceuticals industry is well known, with long-standing client relationships across raw materials and finished products, foods, beverages, FMCG and health services. 6AM is a preferred supplier for Complementary Medicines Australia, the winner of the SABRE N2 Award Asia-Pacific for Best in Class Media Relations. Gillian is proud to be Marketing Co-Chair for Women In Nutraceuticals. She is passionate about doing good in the world that supports the health and well-being of people and the planet. The agency recently opened its doors in Asia with a remit across Australia, New Zealand, Asia, China, and the United States.