With the Internet and social media being such a massive part of our everyday life we’re connecting with friends and family more frequently than ever before. And at the same time we find ourselves confronted by companies and brands striving for our attention in the digital arena.
Purpose-driven marketing really makes the most of these touch points and aims to form a connection that’s more meaningful to the consumer. This style of marketing makes your brand's cause available to your customers and target audience, helping them to connect more fully with your brand as a whole.
A purpose-driven brand is one that consciously puts its values and it’s ‘why’ at the forefront of everything, and these values determine how the brand communicates and how it ‘does business’. As we know, the best brands have a story to tell and are relevant - by employing purpose-driven marketing you’re more likely to get an emotional connection from consumers, while earning their trust and loyalty.
This definition by Ann Gynn on the Institute of Content Marketing website sums it up perfectly:
“Purpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests – including interest in supporting a worthy cause. But while most organizations recognize the importance of, ‘giving back,’ they aren’t always accustomed to creating content around their efforts in a way that will both engage their audience and drive them to participate. Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved.”
The Benefits Of Purpose Driven Marketing
Customers are quick to support and recommend brands that have a purpose. How many of us share posts on our newsfeed from charities and individuals appealing for some kind of positive change in society? And it’s no different for companies and brands. In fact, according to Deloitte Millennial Survey in 2015, 91% of millennials would switch brands to one associated with a cause and 6 out of 10 said a sense of purpose is part of the reason they chose to work for their current employer. So it makes sense to use purpose-driven marketing to reach your audience - to target a cause that has meaning to them.
At the same time, make it a cause that’s relevant to your brand in some way. Working with charities and a commitment to doing something for the good of others increases positive thoughts about the brand and encourages consumers to choose that brand over another.
Why Is Purpose Driven Marketing So Relevant Today?
We all like to feel a part of something bigger and we like to feel we’re making a difference in the world. We’re in the midst of a major change in how and why consumers connect with brands, and those that are driving social change are bang on-trend. Today, brand values are equally as important to consumers as the functional benefits they can offer, and meaningful brand action is vital for building relationships and gaining customer loyalty. CEOs can be sure that they’re being judged by the kind of impact they’re having on society more than anything else right now.
Who Does Purpose Driven Marketing Well?
Dove is a great example of a brand that employs purpose-driven marketing. Their mission is to improve the self-esteem and confidence of women around the world through their #speakbeautiful movement - a campaign that highlights the concept that beauty is skin deep. They want to be seen to be making a commitment to women’s well being – and for consumers to see them as so much more than soap and moisturizer.
It’s a clever, heartfelt strategy. It may not directly impact upon profit, but it makes Dove more relatable to women around the world and shows a more profound quality in an industry where vanity and superficial appearance is prevalent. The brand is impacting on the world in a positive way, while making money and it’s a great example of purpose-driven marketing done well.