Purpose Driven Marketing

What is purpose-driven marketing?

These days, everything has a purpose and is for a good cause – or at least they do when it comes to campaigns based on purpose-driven marketing. This marketing strategy is still relatively new and involves marketing messages about the product and presenting its USP in a value-oriented context. Purpose-driven marketing is about adding value by homing in on consumers’ social or environmental attitudes. In other words, this strategy is rooted in contemporary issues and the growing awareness of sustainability, equality, and the quest for purpose and meaning.

Is purpose-driven marketing the result of social change?

The importance of purpose-driven marketing is growing as consumers take an increasingly aware and active approach to making decisions. Today, brands are much more than simply expressions of product benefits. Individual brand values are what matter, along with what the company is doing to underpin and embody those values, and whether corporate operations are aligned with consumers’ values. Right now, people are more eager than ever to choose brands that they identify with, and studies show that two-thirds of consumers worldwide now base their purchases on their convictions.

Purpose-driven marketing in practice

Purpose-driven marketing enables brands to stand out from their competitors and reach people on a highly personal level. Proctor & Gamble and Nike are just two of the many well-known brands that have already run successful purpose-driven marketing campaigns. These campaigns often provoked a particularly large and emotional response and were more successful than traditional advertising measures.

A word of warning, however: purpose-driven marketing requires tact and sensitivity. Demonstrating an attitude and taking a stand on socially relevant issues can polarize opinion; something that may not always please a brand’s existing fans. Purpose-driven marketing requires careful consideration of what is a good fit for the target group in question – and what isn’t. It’s important not to alienate anyone in the process, although that is sometimes easier said than done. Purpose-driven marketing can go quite badly; for example, if a company claims a position that isn’t aligned with and anchored in its corporate culture. The crucial aspects to be aware of are greenwashing and pinkwashing. In addition, there are some issues that activists don’t want a particular brand to take on. You can read more about that in our guide “Purpose Driven Marketing Gone Wrong”.

How brands can benefit from purpose-driven marketing

When it comes to purpose, advertisers need to be sensitive. Advertising campaigns should never address social issues across the board or claim random commitments or principles – it’s all about context. Purpose-driven marketing should focus on specific issues and problems that are relevant for the particular target group. For marketers, that means they need to get to know the people they want to win over inside and out. And consistency matters here. Once you make a statement that takes a particular stance, you have to stick to it, otherwise your messages will come across as unreliable and untrustworthy. In purpose-driven marketing, continuity creates authenticity.

Dive into the world of purpose-driven marketing

If you’re interested in purpose-driven marketing, we recommend that you bookmark this page. We regularly publish new content on this topic, so it’s worth stopping by frequently!