It is no longer enough for brands to simply offer products and services. Consumers and employees are demanding that companies take responsibility and have a positive impact on society. This has led to a shift towards purpose-driven marketing, where the ‘why’ behind what a company does becomes increasingly important.
Purpose-driven marketing is not about pushing products, but about communicating a mission that resonates with the values and desires of the target audience.
In this article, I share how purpose has become a core component of modern marketing strategies, what benefits it offers, and how you as a marketer can effectively implement this strategy to achieve not only economic, but societal success.
The core of purpose-driven marketing
The question of ‘why’ is increasingly important for organizations. Why do you do what you do, and how does this translate into value for both customers and your organization itself? This focus on purpose is increasingly seen as the core of a successful marketing strategy and forms the basis for the marketing team of the future. Purpose-driven marketing is not a passing trend, but an essential strategy for modern companies.
Benefits of a clear purpose
Companies that embrace a clear purpose, and integrate it into their culture and strategy, often see:
- a significant improvement in employee engagement;
- a strengthened employer brand;
- greater appeal to both customers and investors.
It is not just about writing a nice mission statement, but especially about anchoring purpose in all facets of business operations, from product development to customer interactions and business strategies.
The growing demand for purpose-driven companies
Businesses and consumers are increasingly looking for brands with a clear purpose and values that they can identify with, such as sustainability, inclusivity, privacy and ethics. As a marketer, purpose-driven marketing can not only provide direction and meaning, but also gain a competitive advantage in attracting and retaining talent. Especially among younger generations who attach great importance to ethics and social responsibility.
Research of Salesforce confirms this: 80% of employees want to make an impact in their work. This emphasizes the importance of a purpose-driven approach in employer branding.
Benefits of purpose-driven marketing
The benefits of purpose-driven marketing are enormous.
- Improved employee engagement: Employees are more motivated and loyal when they feel connected to their employer’s purpose.
- Stronger employer brand: a clear purpose makes your organization more attractive to potential employees.
- Greater appeal to customers and investors: Brands with a strong purpose attract more customers who identify with your company’s values.
While purpose-driven marketing offers numerous benefits, companies may face the risk of greenwashing and the challenge of demonstrating measurable results from purpose initiatives.
The importance of ‘why’ and ‘impact’
Employees are increasingly reflecting on their impact on the world and their work, according to Gartner research. That is why the focus in marketing is shifting: from technology to people and emotions, from profiles to customer representation within your organization. Creativity and humanity ensure real brand relevance, especially with younger generations such as Gen Z. As a B2B company, you must communicate clearly about your social mission and your contribution to a better world.
Perform better with purpose
Research shows that companies with a clear purpose perform better in the long term. For example, Stichting Management Studies, part of VNO-NCW, stated in their report ‘The profit of purpose’ demonstrated that companies with a clear purpose perform significantly better. This report emphasizes the importance of trust, impact and sustainable relationships, with purpose as a guiding principle and growth engine. The success of a purpose-driven approach lies in its authentic and consistent application in your organization.
Integrating purpose into business strategy
As a marketer, you can promote sustainability by showing how your products contribute to reducing CO2 emissions. In addition, it is important to communicate about your contributions to the circular economy, for example by emphasizing recycling programs and sustainable production processes.
Also actively engage in social projects by promoting these initiatives through your marketing channels. This not only contributes to the brand image, but also attracts like-minded customers and employees.
Integrate the purpose into your organization
Key points for integrating purpose into your organization are:
- Focus on the long term and the reasons behind your actions.
- Anchor purpose in models, templates and KPIs.
- Make purpose a central part of your talent strategy for sustainable success.
People, planet, profit
The triple P principle (people, planet, profit) provides a framework for purpose in your organization, balancing human well-being, environmental impact and financial gain. Pursuing purpose brings benefits, such as improved employee engagement and a stronger employer brand. But it also brings challenges, such as the risk of greenwashing and the need for measurable results for purpose initiatives.
Encouraging and involving leadership
Leadership plays a crucial role in defining and communicating purpose. As a leader, you must not only formulate the purpose, but also create a culture where employees are encouraged to contribute to the purpose and take pride in it.
Leaders who believe in their company’s purpose and consistently communicate it, inspire others and set the course for sustainable growth and impact. It is essential that purpose is integrated throughout the organization, whereby you as a marketer, for example, clearly communicate what your social mission is and how you contribute to a better world.
7 concrete steps for direction and stability
As a marketer, you can take several steps to strengthen the intrinsic motivation of your organization:
- Evaluate current company culture to understand how purpose is experienced and deployed.
- Work with leaders to strengthen the purpose or develop a new one that aligns with your organization’s core values and activities.
- Actively implement purpose in your marketing to clearly communicate its meaning.
- Monitor and report the results of purpose-related initiatives to identify progress and the need for adjustments.
- Encourage an ongoing dialogue about purpose, keep it alive within the organization.
- Integrate purpose into your talent strategy for long-term engagement and impact.
- Assess your impact not only financially, but also socially.
Purpose as an ongoing journey
Purpose is not a destination, it is an ongoing journey. It is a dynamic and living part of your business that continues to evolve and adapt to the world around us. Keep asking questions, keep learning, and keep connecting with the people you serve.
By putting purpose at the heart of your strategy and business operations, your organization will not only operate successfully in today’s business world, but will also create a positive impact on the world around you.
Source: www.frankwatching.com
