---
title: "ANA Members Acknowledge Consumers’ Call for Stand-for-Something Marketing"
url: https://burnaze.com/article/0a9e85dd-215e-4a37-bd96-2a0187fab757
source: "1851 Franchise"
original_url: https://1851franchise.com/ana-members-acknowledge-consumers-call-for-stand-for-something-marketing-2708642
category: "General"
topics: ["Marketing"]
published: 2018-12-07T22:17:01.000Z
modified: 2026-11-01T02:34:42.893Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/736a78e942834e73c9370842500d19739148.jpg
---

# ANA Members Acknowledge Consumers’ Call for Stand-for-Something Marketing

**TL;DR:** The Association of National Advertisers (ANA) acknowledges the trend of consumers seeking purpose-driven brand messages, citing Procter & Gamble's 'Love Over Bias' commercial as an example. The ANA has added the ANA Center for Brand Purpose to help marketers create purpose-driven programs.

*originally published in 1851 Franchise on 2018-12-07. [Read the original](https://1851franchise.com/ana-members-acknowledge-consumers-call-for-stand-for-something-marketing-2708642).*

## Story

Consumers are increasingly calling for transparency on, and commitment to, a purpose-driven brand message, reports Mediapost.com.

The article included a quote from the statement the Association of National Advertisers released to accompany its announcement of the 2018 Words of the Year: “Purpose-driven marketing is exemplified by Procter & Gamble’s ‘Love Over Bias.’ The commercial depicts the impact of bias on people’s lives through the lens of a wide range of mothers who are shown encouraging and supporting their child athletes in a world that isn’t always accepting of them.”

The ANA recently added to its roster the ANA Center for Brand Purpose, according to the article, whose purpose is “to fuel business growth by helping marketers create purpose-driven, strategic programs and solutions for their products and services.”

The term “AI” was chosen by the ANA for Word of the Year in 2017.

## Entities

- 1851 Franchise (publication)
- General (sector)
- marketing strategies (topic)
- Procter & Gamble (company)
- purpose-driven marketing (topic)
- brand messages (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/ana-members-acknowledge-consumers-call-for-stand-for-something-marketing-2708642). Summarized by Burnaze (https://burnaze.com/article/0a9e85dd-215e-4a37-bd96-2a0187fab757).