Purpose-driven is not a buzzword, not a fill-your-pocket-quick marketing plan. A purpose-driven campaign goes beyond profit and focuses on the brand’s core value throughout the marketing/branding process, putting communication efforts on social issues that relate to its value. The objective of a purpose-driven campaign is to create meaningful content, develop deeper connections with the consumers, and improve the state of community and even the state of the world.
The Rise of Purpose-Driven Campaign
Facing challenges from Climate Change to war issues, from social injustice to global pandemic, consumers are becoming more socially conscious than ever and are developing a stronger sense of community as they have access to every piece of this information at every moment. This change greatly affected consumers’ perspective on brands and their purchasing behavior. A study by Deloitte in 2022 indicates more than 42% of Millennials would develop their relationship with a brand that makes a positive impact on the environment or society. Consumers now are expecting companies, with the platform and power, to take more responsibilities and clarify their position in complex societal issues. People are increasingly willing to spend money on a product or service from companies that they can identify with who share the same values and who they really are.
Businesses certainly recognized the new situation and PR professionals already started to take action. In the Global Communication Report done by the University of Southern California in 2022, the findings indicate that 93% of professional communicators are spending more time navigating complex societal topics, and 73% predict they will be more engaged with societal issues this year.
Under the new status quo, purpose-driven campaigns give organizations the chance to show consumers the core value and actions they care about. From supporting a local homeless shelter to launching a program against workplace discrimination, purpose-driven programs can tap onto any topic that resonates with the brand itself and reveal the humanized side of a company, contributing to build long-term positive reputation in public discourse.
Building up Your Purpose-Driven Strategy
Authenticity is key. To work on a purpose-driven program, companies must make sure their value, goals, strategies, and actions resonate with each other and are true to the brand. Lying, discord, or misrepresenting can cause severe damage to the company and lose consumers’ trust. The US-based outdoor retailer Patagonia has been known for its authentic and impactful purpose-driven program. Here are some of Patagonia’s branding details to see what a successful purpose-driven program looks like:
- Value: Build the best product. Cause no unnecessary harm. Use business to protect nature. Not bound by Convention.
- Actions: Help repair customers’ used gear. Donate 1% of sales to the preservation and restoration of the environment, etc.
- Campaign: Anti-consumerism branding and marketing—In 2011 Black Friday edition of the New York Times, Patagonia launched a full-page ad titled “Don’t Buy This Jacket”, explaining the danger of consumerism and environmental crisis and thus persuading consumers to purchase only when they need it.
- Result: Patagonia is a US$800mn brand with stores in 10+counteirs. A study on the reputation of corporations in the United States in 2021 also revealed that based on consumer perception of the brand, Patagonia ranked top one with an index score of 82.7. And “Don’t Buy This Jacket” campaign ended up giving Patagonia a 30% rise in sales.
Incorporating the purpose into your day-to-day operation. Take the makeup brand Rare Beauty by Selena Gomez as an example, Rare Beauty is one of the latest brands with a purpose-driven core value—supporting mental health. Rare Beauty’s social media strategy is very people-centric and interactive. The brand regularly posts content about mental health to inspire and educate the customers. The social media strategy aligns with Rare Beauty’s core value and reinforces the purpose to its audience weekly.
Internal Communication. Purpose-driven is not only about communicating with the external world. Using social media or hosting events to show caring, value, company’s position on certain issues to employees can increase their loyalty and attract like-minded talents to join. Just recently, facing the overturning of Roe v. Wade, many major companies such as Meta and JPMorgan Chase announced they will cover travel costs for employees who seek legal abortion outside the state. With controversial issues like this, it is easy to stay silent or be worried about speaking up would alienate someone. But the truth is, you still lost customers or employees if you don’t get involved.
Author: Sitong Yang
