Marketing With a Soul - Alan Bethke & Matthew Bershadker

Last time, Alan Bethke, SVP of Marketing at Subaru of America, joined me on the show. We talked about the heart of Subaru’s “Love” campaign and why this brand has such a unique emotional connection with its customers. If you missed that episode, definitely go back and listen — though not yet, after this one. It’s truly one of the most memorable conversations I’ve had.Today, I’m thrilled to have Alan back — but this time, he’s not alone. Joining him is Matthew Bershadker, President and CEO of the ASPCA. Not only that, we’re recording live at Subaru headquarters in Camden, New Jersey.Subaru of America and the ASPCA have been partners for 17 years. Subaru is the ASPCA’s largest corporate sponsor, donating more than $41 million over the years.That support has helped rescue, treat, transport, and rehome more than a quarter of a million animals across the U.S.Every October, more than 600 Subaru retailers team up with local shelters to host adoption events — sometimes right inside their showrooms — as part of the Subaru Loves Pets program.Through it, they cover adoption fees, provide supplies, and make sure people leave ready to be the best pet parents they can be.This year alone, Subaru and its retailers will provide over $3 million in direct funding through ASPCA grants to prepare animals for adoption.Together, they shine the spotlight on overlooked underdogs — senior dogs and those with special needs — even creating National Make a Dog’s Day on October 22nd, a day to celebrate and adopt those dogs who are often left behind.With all that in mind, it’s going to be an amazing conversation.