The consumer market continues to change by the minute. The change also means growth but that works both ways. Companies need to reimagine their ideologies to offer something refreshing to their audiences, so they feel a sense of belonging and loyalty. To achieve that, purpose-driven marketing must take the forefront. Those days are long gone when companies could launch a campaign that did not reflect a thorough thought process behind it. Or when a product was introduced without any relevance to the market. These things were not dealt with since the market operated through traditional means. As of now, the business landscape has completely transformed. Plus, it is for the better.
This could be considered a reaction to Covid, where everything needed to adopt the digital route. But digitization also has multiple avenues that do not blend with every brand’s ideology. The work needs to be done within. There needs to be a sense of purpose so that campaigns do not appear superficial and customers remain engaged. With the pandemic affecting the entire world, companies feared that customers might instantly get detached from their brands. The gap for the possibility needed to be bridged. And purpose-driven marketing appeared as the savior.
Before we delve deeper into purpose-driven marketing, let’s look at what it truly means.
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What Is Purpose-Driven Marketing?
As literal as it seems, purpose-driven marketing refers to the campaign’s concrete purpose. It reflects on the idea of marketing campaigns building a promising narrative that their audiences resonate with. The point of purchasing and connecting with a brand is to start or participate in a meaningful conversation. Companies need to be active in social listening so they can offer something entirely unique and long-lasting.
The key element in using purpose-driven marketing is by identifying your voice. The voice of a company needs to be distinct and appealing. Several companies offer the same products, but what differentiates them is the purpose behind their marketing strategies. Also, how different their tone in marketing is. Some veteran companies do not pay much attention to their tone. But they need to work on that since the customer mindset has evolved. Brands that have a warm and welcoming tone are quickly embraced and are usually sought after because they put in the effort to connect with existing and new audiences.
Purpose-driven marketing aims to create an equation with customers that feel at home. Something that stands out and is extremely special. After all, customers only connect with companies that they see a part of themselves in. Companies use this marketing method to become a part of the customer’s world and build upon the relatability factor. That does not mean companies can think of projecting any idea regarding it will resonate. Purpose-driven marketing is a product of extensive research and testing to determine what will work and what will not.
What Is The Importance of Purpose Driven Marketing?
The importance of purpose-driven marketing is present in how the times are changing. Customers are now making conscious choices that incorporate societal inclinations, individual opinions, and something safe for the world. Environment-friendly campaigns and sustainability are branches of purpose driven marketing. Either it is present in packaging schemes or in how a brand shapes its ideology. The importance of such practices is to regain or instill a sense of trust within the consumer base. Policies that are environment friendly give out the idea that companies understand how climate change works and what steps need to be taken to lower its negative impact.
The importance of purpose-driven marketing also seeps into carving pathways of excellence for companies. Purpose cannot only be a consequence of catering to society. It also needs to generate numbers so that businesses can succeed. When purpose-driven marketing is used effectively, it automatically gains a lot of traffic and engagement levels are significantly improved. This appears to be a double-edged sword that reaps benefits on a societal level and satisfies a brand with the response they get in return.
Examples Of Purpose-Driven Marketing
Ben & Jerry’s
You will be thinking on what grounds an ice cream company uses purpose-driven marketing. Well, the answer is simple. Ben & Jerry’s took this step and efficiently implemented their purpose-driven marketing plans to offer something to humanity. Ben & Jerry’s is one of the most popular ice cream chains. Of course, the entire world knows what they are known for. It is their delicious ice cream which is available in a gazillion flavors.
But that is a fact. Sometimes, companies need to take a step ahead and inform customers about what they stand for and their brand values. This is a tactic to inform existing customers and attract new ones. No matter how long-standing a company is, there is no such thing as a lot of customers. The entire point of using different marketing tactics is to increase numbers on all fronts.
Ben & Jerry’s had launched a campaign that clearly stated what they stood for. This gave them a distinguished position as compared to their competitors. Their social media and general outlook tell that they work to reduce the impacts of climate change and are avid supporters of the LGBTQ community. An ice cream brand does not need to say all this. But when it does, people respond to it positively and take this as a statement that the brand is socially present and does not shy away from using its voice where it is needed.
Adidas is one of the most famous sportswear brands, and it does not need to work much on its presence. With millions of consumers adding to its popularity, Adidas has always been a frontrunner in the sports world. But branching out towards being a purpose-driven brand is something that Adidas also seeks to do. Sustainability and the textile industry have seldom blended well. But when done correctly, the impact is massive and on a global scale.
Adidas has given out an official statement saying they will use recycled plastic in their products by 2024. And by 2050, every item will be climate-neutral. Of course, that sounds like something that will take eons to implement. But they have been smart about it. They have already given a timeline to their customer base, so they remain intrigued. The exciting element about this step is that it has been taken in the era where everything has gone digital. So customers can become a part of the journey and get updates in real-time. Another positive aspect is that they have been realistic with the time frame. Adidas’s net worth is promising, but it takes years of research and labor to develop environmentally friendly products.
It does not end here. Adidas has added a training workshop for all its employees under the banner of “How To Think And Act Sustainably.” This shows that there is internal work being done as well. Purpose-driven marketing only creates results when companies adopt it as a mindset. The rest happens organically. This workshop entails that employees must also be equipped with the skill set to make choices that do not harm the environment. It is more like transforming the brand ideology by making progress within the company.
The beauty industry has not been left behind in taking steps in the right direction. Lush is a popular beauty product company that creates shampoos, soaps and other toiletries. But what makes it a company worth purchasing from is its formulas. They make their products in a solid form that tries to stop water wastage. Plus, they already use sustainable packaging. What makes them a top-tier company is that they have been creating such strategies since 1980. Also, this is what has always set them apart from other beauty brands.
The beauty industry is also going chemical free. This is because customers are done mindlessly applying products to their skin. They are always looking for plant-based alternatives or items that are silicone and paraben free. When small or local businesses cater to these interests, it is evident that the audiences will shift to their brands. This is a wake-up call for beauty giants to include natural ingredients so that they show that they are also concerned about customer satisfaction.
Lush has become a revolutionary brand because it has shut down all social media accounts since 2021. This is a turn towards creating transparent leadership. The founder claims that they have been striving to make harmless products for years, and using social media to promote them can hamper their true essence. This is also a category of purpose-driven marketing. It is a bold statement made in the right direction. Customers who are truly looking for sustainable beauty products will still remain inclined and reach out to the brand personally. A niche is created, and customers always find such brands super special.
Trends In Purpose-Driven Marketing
Interactive Content Must Take The Lead
Purpose-driven marketing massively depends on creating campaigns that boost interaction in an in depth way. Interaction does not only mean numbers, traffic or increased engagement. Why do you think small businesses become competitors overnight just because one of their ideas worked out? It all depends on their research for purpose. Marketing has taken a route that rests upon making conversations that can withstand the test of time. Those conversations remain a part of the consumer journey, and they always return to brands because of what they made them feel. Creating meaningful relationships has always been an aim, but companies must remind customers why they need them.
Interaction also does not only mean purchasing from a brand or liking their social media posts. Blogs have become the go-to thing for brands that wish for customers to interact in an authentic way. With creating blogs and keeping the comments section always open, customers can pour their hearts out. This becomes an ideal deal for companies because they offer customers a platform to discuss their opinions. Moreover, they can tap into customer preferences directly. Future campaigns can be modified so that customers can get exactly what they had expected. Customer satisfaction becomes top-tier, and loyalty also remains intact.
Catering To The Gen Z
Purpose driven marketing also demands a lot of reforms to be made internally and externally. It is no surprise that Gen Z has occupied most of the consumer base and is entering the workforce too. This is not an alarming situation but is something that definitely demands a particular degree of getting evolved. Since it is dependent on Gen Z to make content viral or cancel it immediately, companies must take their opinions seriously and work towards offering them something appealing.
All these conversations and changes have been taking place since the last ten to fifteen years. This means that narratives need to be reformed so that the consumer base at present can find something for everyone. Inclusivity is the need of the hour and Gen Z repeats that almost every day. This is for brands to remain alert and actively take steps so that Gen Z feels like they are a part of the process.
Will Purpose-Driven Marketing Always Have A Purpose?
The answer is yes. Purpose-driven marketing is a method that goes beyond traditional marketing techniques. The best part about it is that it blends social issues and concerns with effective strategies that benefit both the company and the customer. The company image enhances while the customers align themselves with brands that have a social presence. It all reflects on having a solid relationship which is a result of using purpose-driven marketing.
Featured Image: IMPACT