How can brands most effectively drive change while continuing to be true to themselves and be profitable? National Geographic CMO Jill Cress says it all comes down to striking the right balance of content, purpose, and action. Audiences want opportunities to co-create. National Geographic’s mission has always been to make people better understand the world so that they, in turn, take better care of it. Cress discusses why Nat Geo’s approach is to engage people around shared passions, and to spotlight the individuals who have something to teach us. The goal, always, is to create opportunities for audiences to join the discussion.

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