HESTA brings purpose, storytelling to superannuation in Australia's health industry

Brooke Hemphill

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

For the Australian superannuation fund, Health Employees Superannuation Trust Australia (HESTA), purpose matters.

Lisa Samuels, Executive – Marketing Strategy for HESTA, told the Customer Experience Innovation and Tech Fest in Melbourne: "I believe purpose is critical from a brand perspective. But if you don't believe it matters from a brand point of view, there's no doubt that it matters from an individual point of view."

Samuels says rooting an organisation such as HESTA in brand purpose is the only way forward in the competitive, uncertain and ambiguous environment today's businesses operate in. And the two groups of people impacted most...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands