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

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,