Marketing for the Future | Explore the world of purpose marketing with a brand new article series.
Marketing for the Future
Explore the world of purpose marketing with a brand new article series.
Practice before you Preach
Where brand advertising is concerned, purpose marketing is on everybody’s lips. Entrepreneurship is boldly departing from a business model that valorises commercial growth and profits to one that values a more authentic, human approach. Many emerging brands decide to champion social, environmental and political causes from day one, setting a precedent for more established companies who are eager to evolve with the times and adapt to the demands of a changing society. It is becoming increasingly clear that focusing solely on large dividends and exponential growth is an outdated strategy - modern audiences are looking for something more substantial than just dazzling promises of fleeting material gratification. Our sense of consumer responsibility is heightened, we respond best to communications rooted in genuine emotionality and, most of all - we long to see our core values reflected in the brands that we align ourselves with.
In many regards, this overwhelming emergence of purpose-driven marketing is a very positive thing. Companies are prompted to channel their reach and influence into tools for social change, using their powerful agencies to raise awareness around global issues. On the other hand, however, the very concept of purpose-as-a-business-tactic seems to be a gross error in interpretation. After all, the purpose is not an acquired PR strategy, nor is it a superficial whim that a company can tick off their ‘to-do list. The true purpose is the beating heart of a brand, breathing life into its essence and fueling its every move. It cannot be faked, bought or manufactured, but the good news is - it can be discovered. The following article will not be a one-size-fits-all template for how to implement purpose marketing into your business model, but advice on how you can better position your brand to become the change you and your clients want to see in the world.
Identify purpose opportunity
Even if your company wasn’t started with a unique purpose in mind, it’s always a good idea to analyse who you are and what you stand for. Identify the key values that you represent with your work and the messages you are sending with your products and policies. Think of your brand’s strongest assets and the tools you have at your disposal. How can you use those tools in a positive way? Where are they most needed? What initiatives could benefit from your expertise? What causes move you and inspire you to act? Whether cultural, environmental or political, we all have something that strikes a personal chord and we all have unique skills and abilities that we can use for the greater good.Go all-in with your cause and make an impact
Purpose marketing is not just a seasonal trend. It’s all about making substantial contributions to a cause that outlives your product and services. If the product itself doesn’t have a natural impact, align yourself with organisations or charities which correspond best with your mission and become a long-lasting, vocal ally. Although it might be tempting to limit your support to just a one-off donation or, better yet, a hashtag, remember that true impact is made through systemic action.Involve your consumer
With the days of passive consumerism dwindling, customers want to be a part of something meaningful. If you can be the vehicle through which individuals can transform their purchasing habits into something positive, you’ll reap the rewards both in terms of fulfilment and customer loyalty. With 65% of consumers claiming to want to buy from more purposeful companies but only 26% of consumers actually doing so, your brand will come a long way if you can offer the promise of transformation. Be a conduit for change, and the opportunity for customers to vote with their money for the impacts they want to see in the world.Stay consistent
With all of this in mind, consistency is key. If you waver or contradict your support of certain causes, you’ll immediately undermine any trust in your business. It is just as important to show that your track record with the purpose you’re marketing is as squeaky clean as your intentions going forward, and if you hit a wall, be transparent about this. Nowadays it is better for a company to acknowledge their faults and embrace transparency than it is to try to cover up and make excuses. Identify where in the past you might have overlooked or contradicted the purpose your brand has realised and forged a path into the future with a consistent and authentic drive to do better.Always be diverse
For too long, those making decisions for big campaigns have been homogenous board rooms of a particular demographic, who might not align with the broad spectrum of consumers that make up their target audience. Diversity is one essential element marketing teams have both a moral imperative and business case to include. Start by making content with instead of for diverse groups, and consequently, your campaigns will resonate with a broader, more vibrant audience.Share your story
Brands that have a genuine purpose or are taking steps towards greater impact may find it difficult to stand out from a noisy crowd of virtue-signalling marketers. This is why it is crucial that you communicate your purpose with clarity, integrity, and transparency. Storytelling is key. Document your journey and the milestones you have achieved and make note of both the uplifting and difficult moments you’ve experienced on your way to becoming more purpose-driven.
In the following series, we will explore the highs and lows of purpose marketing throughout the years, sharing the observations and experiences we have gathered as both observers and active participants of the industry.
Join us as we wander through case studies, success stories and… not so successful stories, exploring the in’s and out’s of purposeful businesses and what they really mean in today’s world.