Marketing at the Intersection of Brands and Culture in 2025
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Discover how Roblox, Patagonia, and E.L.F. Beauty are tapping into Gen Z’s cultural shifts, leveraging immersive platforms, and creating authentic, purpose-driven marketing strategies to stay ahead.
The Marketing Leadership Summit, hosted by CES brought together some of the most inspiring minds in the industry for a thought-provoking panel discussion. Moderated by Melissa Dunn, EVP of Marketing & Communications at Suzy, the panel featured industry leaders who shared their insights on purpose-driven marketing, innovation, and the evolving role of culture in brand strategy. The panelists included, Stephanie Latham, Vice President of Global Brand Partnerships & Advertising at Roblox, Angela Clark, Vice President of Digital Studio at Patagonia, and Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty.
Here are some of the key takeaways and inspiring moments from this exceptional discussion.
Purpose-Driven Marketing: Building Connections That Matter
Angela opened the conversation by highlighting Patagonia’s unwavering commitment to environmental stewardship. “Our mission is to save the home planet. It’s not about selling clothes; it’s about advocating for the environment,” she said. This mission drives every decision, from the design of their products—tested by athletes in the harshest conditions—to initiatives like their renowned Black Friday campaign, which focused solely on spreading awareness rather than driving sales.
The result? The most successful Black Friday in Patagonia’s history—proof that sticking to your purpose can also yield strong business outcomes.
Patrick echoed this sentiment, emphasizing e.l.f. Beauty’s role as “bold disruptors with a kind heart.” e.l.f. has continually embraced purpose-led initiatives, from addressing beauty deserts—areas where communities lack access to stores offering affordable beauty products or services, often leaving residents without options to meet their personal care needs—to standing for women’s reproductive rights. Patrick shared a particularly impactful campaign, “Change the Board Game,” which boldly highlighted the lack of diversity in corporate boardrooms. Through these initiatives, e.l.f. demonstrates a steadfast commitment to inclusivity, accessibility, and meaningful cultural change.
Authenticity: The Key to Cultural Relevance
When asked about authenticity, the panelists agreed it stems from listening to communities and aligning actions with brand values.
Stephanie underscored what the importance of understanding Gen Z is to Roblox. “Gen Z seamlessly blends digital and physical worlds,” she explained, highlighting Roblox’s role in empowering self-expression and fostering entrepreneurship through immersive experiences. “Brands that succeed on our platform are those that invite the community to co-create and participate.”
e.l.f. Beauty exemplifies this with initiatives like “e.l.f. You,” a safe and empowering space for young women in gaming. Patrick proudly shared how the brand used this platform to tackle bullying and create opportunities for underrepresented voices in the gaming world.
Patagonia’s authenticity is rooted in its deep connections with outdoor and activist communities. “We’re often involved in communities before they hit the headlines,” Angela explained, sharing examples like their work with indigenous communities and fly fishers, who are often the first to notice environmental changes.
Innovation at the Intersection of Culture and Technology
The panelists also explored how brands can leverage cultural trends and emerging technologies to stay relevant. Stephanie described Roblox as a hub for cultural moments, where brands can authentically engage with diverse audiences. She highlighted a standout collaboration between Roblox and e.l.f. Beauty—a gamified approach to teaching financial literacy and entrepreneurship. This initiative attracted over 19 million players in its first year, empowering users with skills and confidence in an engaging, interactive environment. “It’s about using technology to empower and educate,” Stephanie noted, underscoring the potential of immersive platforms to create meaningful connections and drive impactful change.
Patrick shared e.l.f.’s activation at the Indy 500, where the brand celebrated women in motorsports with bold initiatives like the first drone show in Indiana. “We created a space for young girls to see themselves as leaders and disruptors,” he said, emphasizing the importance of finding untapped cultural moments to create lasting impact.
The Balancing Act: Purpose vs. Trends
How do brands balance staying true to their purpose while engaging with fleeting cultural trends? The panelists agreed it’s about aligning short-term activations with long-term values.
Angela shared Patagonia’s approach: “We ask tough questions. Are we standing up for our mission? Are we truly listening to the communities we serve?” This commitment to authenticity sometimes means moving slower, but the results speak for themselves.
Patrick highlighted e.l.f.’s agility in responding to cultural shifts, coining the term “e.l.f. speed.” Whether it’s launching new products based on community feedback or standing up for important causes, the brand remains nimble without compromising its values.
Key Takeaways for Marketers
Lead with Purpose: Authenticity and purpose are not just buzzwords—they are essential for building trust and loyalty.
Listen to Your Community: Success comes from understanding your audience’s needs and involving them in the conversation.
Embrace Innovation: Leverage technology to create meaningful, immersive experiences that resonate with your audience.
Take Risks: Sometimes, the boldest moves—like Patagonia’s Black Friday campaign—can yield the biggest rewards.
Stay Agile: Balance long-term purpose with the ability to pivot and respond to cultural moments.
This panel discussion was a testament to the power of authenticity, innovation, and purpose-driven leadership. As brands continue to navigate an ever-evolving cultural landscape, the lessons shared by these industry leaders will undoubtedly serve as a guiding light for marketers worldwide. Let’s keep pushing boundaries, challenging norms, and building connections that truly matter.
