Purpose-driven Marketing Connects You to Something Bigger
Purpose-Driven Marketing Connects You to Something Bigger
Since 2020, a remarkable percentage of consumers are reporting that they’re just as interested in how a company or brand makes them feel as they are with the quality of products and/or services they sell. As a matter of fact, 83% of consumers care about how a brand connects with them on an emotional level, not to mention ethics and overall mission statement.
Brand loyalty can often be a business’s bread and butter, an essential aspect of running an organization -- even in today’s climate where consumers seem to have very high expectations. However, brand loyalty is not automatic -- brand loyalty comes as the result of clever and precise marketing that is always on-brand.
What is Purpose-Driven Marketing?
Purpose-driven marketing has to do with a business connecting with its target audience through causes both parties believe in. When a brand's messaging aligns with a prospective customer's beliefs, a customer is more likely to support that business. If you’re looking to build brand loyalty, purpose-driven marketing can be a great way to connect with audiences.
Purpose-driven marketing should not be confused with cause-driven marketing, which has more to do with CSR (Corporate Social Responsibility). For-profit businesses often seek to increase profits while at the same time improving society. A company or organization can align itself with a particular cause. Think of cause marketing as companies “doing well by doing good.”
When a company creates its vision, it’s beneficial to present itself as a purpose-driven brand. Purpose-driven brands can adopt certain beliefs and align themselves with causes that speak to the core of their brand. This might happen as a brand makes a calculated shift at some point in time or a brand might start out purpose-driven.
At the core of purpose-driven marketing is a business focusing a little more on giving back in some way. The idea behind purpose-driven brands is to support one or multiple long-term initiatives that aim for the betterment of society as a whole.
Purpose-Driven Brands Connect to Something Bigger
Ever since 2020, a remarkable percentage of consumers are reporting that they’re just as interested in how a company or brand makes them feel as they are with the quality of products and/or services they sell. How a brand makes a person feel has to do with brand purpose.
As a matter of fact, Forbes reported that 83% of consumers care about how a brand connects with them on an emotional level, not to mention ethics and overall mission statement. Is your brand taking a stand?
Social Awareness at an All-Time High
This generation is more socially aware than previous generations. Individuals can identify a purpose-driven brand at increasingly younger ages.
Your brand has an opportunity to get behind a cause you care about. It’s a chance to make connections and build brand engagement at the same time. That will help your company reach its aspirations for growth.
Consumers Are More Aware of Their Own Power
Since the average person has access to an endless amount of information at their fingertips, often at the press of a button, consumers have come to realize that they have a tremendous amount of power.
No longer are consumers forced to buy products and services that they don't believe in. Real people are supporting brands that find ways to give back to the community. Conversely, people even have the power to boycott companies that aren't doing their part for the greater good.
American consumers in particular know full well that they have the power to influence brands and have an impact on the overall success and/or failure of a company or organization. Consumers can exert their power via online reviews, live videos that can be posted on YouTube or social media, crowdfunding, as well as actual organized boycotts.
Marketing with a Purpose
Purpose-driven marketing represents a unique opportunity to give back to the community while earning customer loyalty and bolstering brand awareness.
Brand loyalty can often be a business’s bread and butter, an essential aspect of running an organization -- even in today’s climate where consumers seem to have very high expectations. However, brand loyalty is not automatic -- brand loyalty comes as the result of clever and precise marketing that is always on-brand.
What is Purpose-Driven Marketing?
Purpose-driven marketing has to do with a brand connecting with its target audience when it comes to causes both parties believe in. It doesn't matter if a company has gone green or they've decided to support a group of individuals (or even an entire demographic of people) looking to create positive change.
When brand messaging aligns with a prospective customer's beliefs a customer is more likely to support that brand and convert into a loyal customer. Consumers have even admitted that they are willing to pay a little more for a product or service offered by a brand that has a good reputation for creating positive change in the world around them in addition to making a profit.
If you’re looking to build brand loyalty, purpose-driven marketing can be a long-term solution that will help you better connect with audiences.
Purpose-Driven Marketing vs. Cause Marketing
Purpose-driven marketing should not be confused with cause marketing, which has more to do with CSR (Corporate Social Responsibility). For-profit businesses will often seek to increase profits while at the same time improving society. A company or organization can align itself with a particular cause. Think of cause marketing as companies “doing well by doing good.”
Cause marketing often involves more short-term campaigns that might be in support of a singular non-profit, not to mention other alternative altruistic endeavors. Purpose-driven marketing has more to do with a long-term communications plan that addresses how the brand does business at a higher standard. This might include corporate values, business operations, company culture, as well as longer-term initiatives.
Purpose-Driven Organizations Are the Future
When a company creates its vision it’s beneficial to present itself as a ‘purpose-driven organization’ which can also involve cause marketing. Purpose-driven brands can either adopt certain beliefs and align themselves with causes that speak to the core of their brand -- this might happen as a brand makes a calculated shift at some point in time or a brand might have started out purpose-driven from the very beginning.
At the core of purpose-driven marketing is a business focusing a little more on giving back in some sort of way. The idea behind purpose-driven brands is to support one or multiple long-term initiatives that aim for the betterment of society as a whole.
How to Get More Purpose-Driven
It doesn’t matter if you plan to plant a tree for every product a customer buys from you or you plan to donate all of your tax savings on a special cause of choice, it’s time to get active as far as your purpose-driven marketing efforts are concerned.
No matter what values or causes your company believes in, be honest and consistent with them. Try not to change position too often or seem like you’re just trying to appeal to the widest audience possible and at all costs. Instead, be authentic as you continue to tell your brand’s story and find creative ways to talk about the causes you care about, not to mention keep your audience updated about what you’re doing to make the world a better place.
One of the most powerful ways that the average person can help make an impact is through voting and through supporting companies that they believe in. Your brand needs to be a part of this. You have an awesome opportunity to use your brand's special superpowers for good.
Purpose-driven marketing initiatives commonly include:
Environmental Sustainability and Climate Change
Philanthropy/Charity
Ethical Business Practices
Economic Responsibility
Pay Attention to Your Audience
Another great way to improve your purpose-driven marketing efforts is to pay attention to customer feedback and incorporate that feedback into your future plans. Show that you're willing to make operational pivots that end up helping the greater good. Show consumers that you care what they think and value their input and opinions. In short, stop treating consumers like consumers altogether. Treat them like the human beings that they are.