August 31, 2021

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Meet Jennifer R. Sengupta, Global Manager, Digital and Social Communications, Mars

Before Jennifer Sengupta was Global Manager of Digital and Social Communications at Mars, she spent a decade building social and digital marketing strategies for the CSR and non-profit arms of large consumer companies, including National Geographic, Verizon, and AARP. Learn more about her and her inspiring work in our newest feature.

For those who don’t know you, tell us a little about your background.

I’ve spent the last ten years building social and digital marketing strategies for the CSR and non-profit arms of large consumer companies, including National Geographic, Verizon, AARP, and now Mars. It’s a very challenging and nuanced space – creating and sharing brand stories that aren’t salesy or self-serving – but it’s also an incredibly rewarding one.

What are you most looking forward to about reviewing Anthem Awards entries?

For me, it’s seeing the elevation and amplification of this inspiring and impactful work. The Anthem Awards will raise awareness of the creative and strategic talent in this space and inspire new thinking. But most importantly, they’ll extend the reach of these campaigns, helping to boost the support and engagement they need to thrive. It’ll be an honor to review and learn from all the submissions. 

What does it take for a project or campaign to cause real-world change?

I think it’s absolutely critical that whatever you’re endeavoring to accomplish, you begin with clear, meaningful, measurable goals and you consistently track to them. Real, long-lasting societal change takes time – it’s incremental. It’s also taxing – emotionally, professionally, and financially. Truly successful campaigns and projects evaluate, learn from, and evolve their strategies based on both their successes and failures. 

Moreover, anchoring your efforts in concrete goals also goes a long way in influencing perception and even motivating people to join your cause. Consumers are more informed, connected, and powerful than ever. If they’re going to give you their support, you’re going to need to prove that you’re involving them in something that’s real.

How does your work at Mars support your mission?

Corporate Social Responsibility can be met with a lot of skepticism. And that can be difficult because behind the big-name brand, there are real, brilliant, incredibly passionate people who work around the clock on programs and initiatives that they believe will better the world around us. These people genuinely value their customers and fellow employees and deeply care about the environmental consequences of operating their businesses.

So, my job is to remove that skepticism: Using data and research to raise awareness of the issues we’re working to solve; sharing our results to demonstrate the legitimacy and authenticity of our efforts; exploring ways to use social and the web to provide more tangible, take-home value; and sharing personal stories to inspire and motivate people to join us, in low-barrier, high-impact ways.

Bonus: What’s your favorite purpose-driven project or mission-driven campaign right now, and why?

I’d have to honestly say that it’s Mars’ commitment to sustainability through their Sustainable in a Generation Plan. The company’s clear focus on driving positive societal impact on a generational scale is what inspired me to lobby hard to be a part of the organization.

Mars believes that the world they want tomorrow is one where the planet is healthy, people and pets are thriving, and society is inclusive. They aren’t focused on the short term – they know that change takes time and commitment. That’s why their Sustainable in a Generation plan is such a meaningful platform.

From developing more sustainable farming practices and packaging, to elevating and empowering women all over the world, to coral reef restoration and improving nutritional wellbeing, they have concrete goals and science-backed strategies to transform the ways they work, to ensure that every part of their operations and extended supply chains help people and the planet thrive.

And so, while I’m looking forward to being a part of this generational change, I am also still in awe of the work and all the people I’ll be joining.