There’s more to life than toothpaste and diapers. Jim Stengel, the former global marketing officer of Procter & Gamble, is launching Jim Stengel LLC, a company that will specialize in “purpose-based marketing,” which means making and marketing products in a way that improves people’s lives.

During his time with P&G, Mr. Stengel helped develop programs that improved the lives of the consumer in ways other than buying consumere products. For example, Safeguard launched a program in Pakistan to educate families about hygiene, a program that eliminated illness while growing brand awareness. Pampers teamed with UNICEF in a global program wherein one tetanus vaccination is donated with every package of Pampers sold.

Last month, during a University of Cincinnati marketing summit, Mr. Stengel told the audience that, “the function of marketing lacks a north star.”

That north star, he added, is purpose and ideals.