Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program. In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers. In this episode, you'll learn: All About Light + Fit’s ‘The Comeback’ program What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs Key Highlights [01:35] Surbhi’s career path [03:20] What is a B corp? [04:25] What Surbhi's role entails [05:16] Light + Fit’s The Comeback program [06:47] Origination of the program [08:11] Partnership with Women Back to Work [10:10] Previous partnership with Dress for Success [13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing [19:32] An experience that defines Surbhi [23:06] Surbhi’s advice to her younger self [23:41] What Surbhi as a marketer is learning more about [26:10] Books Surbhi is reading now [30:13] The biggest opportunity or threat for marketers today Resources Mentioned: Danone North America B-Corp Light+Fit Brand The Comeback Returning to Work Program Women Back to Work – organization helping to design the program Dress for Success Support through new flavors Two Good brand – equal parts go to people in need when purchased Sustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today Book recommendations from Surbhi: Principles by Ray Dalio, Originals by Adam Grant, SPQR: A History of Ancient Rome by Mary Beard, Bhagavad Gita translated by Hari Chetan Alan’s recommendation: When More is Not Better by Roger Martin Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/surbhi-martin-b825483/ https://twitter.com/Danone Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.