Purpose Is Prosperity: Marketing Lessons from Samuel Monnie on Marketing / And
Season six of Marketing / And is in full swing, and one question AMA’s CEO and podcast host, Bennie F. Johnson, loves to ask every guest always hits home:
“What advice would you give to marketers?”
In a recent episode, Bennie sat down with Samuel Monnie, Co-Founder and Co-CEO of Purpose Hive, for a conversation that unpacked what it really means to be a marketing reformer. They explored why purpose and profit aren’t opposites, how global communities inspire fresh ideas, and what it takes to lead with both heart and results.
Monnie shared a powerful truth: if marketers want to move past fear and uncertainty, we need to tell more stories that show purpose is prosperity. When people see that doing good can also mean doing well, mindsets start to shift, and that’s when real change happens.
Here are a few of Monnie’s standout insights for marketers at every level.
Rethinking the Foundations of Marketing
For starters, Monnie challenges marketers to revisit the basics, but through a modern lens. He suggests expanding the classic four Ps to include purpose, people, progress, prosperity, and planet.
It’s not just a catchy list, it’s a reminder that marketing can be a force for long-term impact, not just short-term gain. His advice: use this expanded framework as a springboard for innovation, empathy, and leadership that puts meaning at the center of everything you do.
Purpose Isn’t Just for Legacy Brands
There’s a common belief that only big, established brands can afford to lead with purpose. Monnie doesn’t buy it.
To prove his point, he shares a personal anecdote:
“You know, a meat-eater like me—give me delicious food and I’ll eat it. Then I’ll question why it’s so good, only to find out it’s all vegetables. And it’s delicious. Damn it. I’m going to eat more of this delicious food.”
His takeaway? Focus on excellence and authenticity. If your product is truly great—like a plant-based meal that surprises a carnivore—you don’t need a massive marketing budget to stand out. Understand your audience, deliver quality that speaks for itself, and let word of mouth do the rest.
At the same time, Monnie urges legacy brands to reconnect with their origin stories. Many were founded to solve real human problems—like hygiene or safety—but may have lost sight of that purpose over time. Tapping back into those roots isn’t a marketing gimmick; it’s a strategy for staying relevant and trusted in today’s world.
Winning Over Gen Z and the Future of Marketing
Monnie also reminds us that the future is already here, it’s Gen Z. And brands that want to stay ahead need to start building real relationships with this generation now.
“By 2048, there’s data showing a $15 trillion wealth transfer to Gen Z. Not only are they the employees and the workers—they’re going to have all the money.”
His message is clear: Gen Z doesn’t just want brands that sell to them, they want brands that stand for something. The earlier you align your values with theirs, the stronger your connection and loyalty will be in the long run.
Overcoming Fear in Purpose-Driven Marketing
It’s easy to overthink purpose-led marketing. What if it sparks backlash? What if people misunderstand? Monnie’s take: don’t lead with fear, lead with facts.
He encourages marketers to ground their decisions in data and real-world experiences, not assumptions. Listen to your audience, meet them with empathy, and let insight, not anxiety, guide your strategy. The more you understand what people truly value, the more confident you’ll be in how you show up. Listen to the full interview here.
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Marketing / And explores life through a marketing lens, diving into the moments where creativity, purpose, and culture intersect. Each episode introduces you to visionaries whose stories you might not know yet—but absolutely should. Because at its best, marketing isn’t just about selling something. It’s about shaping stories, shifting perspectives, and inspiring what comes next.