How marketing leaders are delivering social impact

How can marketing leaders drive real social change, not just publish another glossy purpose statement?

In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Caroline Taylor OBE, former IBM CMO, and now Chair of Oasis Community Learning, and Jack Lowman, Chief Social Change Officer at disability charity Sense, Founder of Hack Yourself and CIM Course Director.

Together, they unpack how marketers can move beyond “purpose washing” and use marketing skills to deliver genuine social impact, whether you’re in a big corporate, an agency, or the nonprofit sector.

Caroline shares her journey from global tech marketing at IBM to leading a multi-academy trust, and why enlightened self-interest is the most sustainable way for brands to contribute to society.

Jack explains what it really means to run a social change team, why delivering “the plan” isn’t the same as delivering change, and how data, storytelling, and theory of change come together to shift systems, not just sell products.

In this episode, you will learn:

· How to find the sweet spot where commercial goals and social impact reinforce each other

· Why storytelling and data is the most powerful combination for shifting beliefs and behaviour

· What will distinguish the next generation of marketing and social change leaders

If you’re a marketer wondering how to make your work more meaningful, without losing sight of commercial reality, this episode is for you.

Want to know more? Check out the CIM Content hub now for all things marketing.

Thanks for listening to this episode. You can share your thoughts and feedback in our survey now, or contact us at podcast@cim.co.uk

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