5 reasons you should invest in purpose-driven marketing and communications
Keeping your greater purpose at the core of your marketing and communications strategy is not only a good idea - it’s an effective tactic.
In fact, a first-of-it’s-kind global study conducted in 2020 found that consumers are four to six times more likely to purchase, protect, and champion purpose-driven companies.
Let’s take a second to unpack this: not only are consumers more likely to initially purchase from purpose-driven business, they are customers for life and fierce brand advocates - and will encourage their friends, family and community to do the same.
Companies like…
Seventh Generation: a consumer packaged goods company on a mission to transform the cleaning product business into something eco-friendly and sustainable that nurtures the health of the next seven generations.
TOMS: a shoe company at the forefront of the social impact space and a pioneer of the one-for-one concept in retail. For every pair of shoes people buy, TOMS gives a pair of shoes to a child in need.
Sevenly: a social good lifestyle brand (and Plum & Parcel client!) that uses art and fashion to raise funds and awareness for a new charity every week.
Creating a purpose and rallying around it isn’t enough. You must harness this powerful purpose, make it the core of your messaging, and effectively share your purpose with the world through a thoughtful and strategic communications plan.
Let’s be clear: purpose-driven marketing isn’t a new concept, but many people haven’t taken the necessary time and energy to evaluate how it can fit into their business.
Still not convinced? Here are the top five reasons you should invest in purpose-driven marketing and communications:
Reason #1: Your company can inspire a more conscious world.
Today’s consumers are conscious consumers. With concerns around macro-economic issues on the rise, people understand the important role they can play, as individuals and in community, and this extends to the types of brands they stand behind and products they purchase.
When your purpose-driven brand takes a proactive approach to social responsibility, people will notice and actively seek out your products over the multitude of options available to them.
Reason #2: You can start a movement towards social change.
Brands and their leadership teams have an important role to play in the public sphere and can be a powerful voice for change. In many ways, the pandemic spurred an explosion of public brand activism around racial inequities, the climate crisis and much more. Today’s consumers expect brands they admire, as well as their employers, to take an active role in advocating for change and building a better world.
Reason #3: You can attract and retain more customers, particularly ethically conscious ones.
Consumers are spoiled for choice when it comes to products or services they use - and nearly two-thirds are buying or advocating for brands based on their values. A purpose-driven ethos has become a powerful tool for not only attracting but retaining customers in the long-term. Consumers expect their values to be reflected in the products and services they choose to consume.
Reason #4: You can strengthen your brand credibility and reputation.
Putting your purpose at the core of your business (and making sure your messaging reflects this) builds trust with customers.
A recent study of Gen Z adults confirmed that over half say they’re willing to pay a premium for brands that earn their trust and improve the world. In turn, trusted brands see much higher loyalty and advocacy (67 percent) in the face of competition.
Reason #5: You can quickly become a thought leader in your area of purpose.
Bringing forward your purpose in your business can deliver you an added benefit: thought leadership. Passionate about helping the planet? Invested in making your communities a better place? Your executive team can help bring your purpose to life across their personal social media platforms and prominent media interviews, solidifying trust with consumers and a positive impact on your bottom line.
Have we sold you yet in investing in purpose-driven marketing? Let us help you get there. Get in touch → plumandparcel.com/contact.
