Purpose-driven marketing has gained some momentum over recent years. You can find this strategic pillar for many businesses woven in the promotion of a commitment to a social or environmental cause, with an aim to connect with consumers on a deeper level.
Yes, this is a great way to show consumers that the company is not just focused on making a profit, and also cares about making a positive impact in the world; but how do we know that their vision is actually being authentically lived by and not just another box to be ticked? We’ve seen the exposure of green-washing for many large organisations, so where does “purpose-washing” fit in all of this?
Purpose-washing is similar to green-washing in the way that it refers to companies that engage in marketing efforts that claim to be a benefit to thier said aligned cause, without genuinely aligning their actions with thier purpose or making any meaningful impact for the causes they claim to support. Instead, they use purpose as a marketing tool to claim to improve their image or boost sales without actually living by thier ethos.
So how can you ensure that you don’t get lost in all the “washing” nonsense?
Here are some ways you can ensure your business is aligning its purpose with its actions;
- Identify your values: Truly purpose-driven companies integrate their values and purpose into their core operations, culture, and decision-making process of the business. It’s not just in the marketing execution; it’s a genuine focus woven into the business operations and model itself.
- Be consistent: Authentic purpose-driven brands are consistent in their messaging and actions. They don’t change their stance on social or environmental issues to suit the current trends or what consumers demand at the time. They stay true to thier values.
- Be transparent: Companies that value their purpose are transparent about their efforts and their impact. They are open about the progress they’re making, and the challenges they face too. You don’t need to only speak about the grand contributions but showcase the small things too. The details equally matter.
- Long-term commitment: Purpose-driven marketing is not a short-term strategy. Authentic brands are committed to their causes for the long haul, recognising that real change takes time and commitment.
- Meaningful impact: Companies should be able to demonstrate some tangible, positive effects resulting from their purpose-driven initiatives. This can include measurable contributions to the chosen cause or any efforts to make their own operations aligned with their ethos.
- Stakeholder alignment: Purpose-driven brands engage with stakeholders that align with thier values. This includes customers, employees, investors, and communities, to contribute to the same long-term vision.
Purpose-driven marketing can really be a powerful way to create meaningful business, connect with your ideal clients, and help create a better community as a whole. Building authentic connections with customers and stakeholders through purpose-driven marketing requires a deep, sustained, and transparent commitment to making a rewarding and positive impact.