Purpose has great power in business, according to Jonathan Mildenhall, an internationally renowned thought leader in the worlds of business strategy and creative excellence.

“I’d like everybody to understand that purpose-driven companies outperform their competitors,” Mildenhall tells the CUNA News Podcast. “Especially for younger consumers, purpose isn't an option, it’s an absolute mandate.”

Mildenhall is the co-founder/CEO of TwentyFirstCenturyBrand, a new marketing consulting firm that aims to enable innovative companies to realize transformational growth through excellence in marketing.

Previously, Mildenhall was the chief marketing officer at Airbnb and a senior marketing executive at Coca-Cola.

While at Airbnb, Mildenhall propelled the company into becoming the world's first community-driven super brand.

At Coca-Cola, he’s credited with radically overhauling the company’s creative approach and oversaw a number of successful global campaigns.

His background also includes working with several of the world's most recognizable brands including Audi, Smirnoff, General Motors, Guinness, and PlayStation.

He will address CUNA’s 2018 America’s Credit Union Conference, which takes place June 28 to July 1 in Boston.

You can listen and subscribe to the CUNA News Podcast in Apple’s iTunes Store, Google Play, and Stitcher Radio.