At Key Medium, we have written about purpose-driven marketing before such as this blog post on the importance of writing purpose-driven content and our recent piece on the power of storytelling in purpose-driven content. Purpose-driven marketing aligns your organization’s values, mission, and actions with the target audience’s beliefs, values, and needs. What does that mean in layman’s terms? People want to shop at companies they believe in.
If you interview people in the street and ask them what they are wearing, as a tangential example, if they are wearing something from a local designer or brand with sustainability messaging, they’ll proudly discuss where they purchased their item and why. The same goes for book buying – people are proud if they support independent bookshops – and for those who support their local coffee shop. For global brands, consumers are more likely to support purpose-driven brands – four to six times more likely according to this Forbes article entitled “Global Study Reveals Consumers Are Four To Six Times More Likely To Purchase, Protect And Champion Purpose-Driven Companies.” And that’s especially true for younger consumers: “92% of Gen-Z and 90% Millennial respondents said they would act in support of a purposeful brand; compared to 81% of Gen-X consumers, 77% of Baby Boomers and 73% of respondents aged 74 and up.” So, if your target audience is younger consumers, it’s just smart business to consider aligning your organization or nonprofit to something that these audiences also align with – not in a calculated way but truly in a way that demonstrates your commitment to the mission.
With consumers concerned about the societal and environmental impact of their choices, purpose-driven marketing campaigns aim to align a brand’s message and actions with a deeper, socially responsible purpose. When executed effectively, purpose-driven marketing campaigns can amplify a brand’s message, foster meaningful connections with customers, and drive business success.
So, how do purpose-driven marketing campaigns enhance your brand message? Let’s explore.
Purpose-driven marketing goes beyond traditional advertising. It’s about more than just selling products or services; it’s about making a positive impact on society, and in the process, enhancing the brand’s reputation and recognition.
Purpose-driven marketing:
If you stand for something meaningful, your target audience will often become lifelong supporters of your brand.
To harness the power of purpose-driven marketing, it’s essential to develop and execute effective campaigns using authenticity, relevance, transparency, consistency, partnerships, and more.
Overall, whatever your purpose, your organization must truly live and breathe the mission and be authentic.
To better understand the impact of purpose-driven marketing, let’s explore a few successful examples. In previous blogs, we have focused on TOMS shoes, Patagonia, and Dove’s Real Beauty campaign but Coca-Cola, Budweiser, IKEA, and others also have some initiatives worth noting.
What other brands and companies have social and/or environmental missions that you support? Consider your favorite companies, nonprofits, charities, and so on when designing your purpose-driven marketing campaign.
Effectively measuring the impact of purpose-driven campaigns is crucial for refining strategies and demonstrating the value of such initiatives. Key performance indicators (KPIs) for measuring the impact of purpose-driven marketing include metrics like brand recognition; customer engagement; social media reach; coverage rates; customer loyalty; social impact metrics; media coverage; employee engagement; customer feedback; and sales and revenue.
Overall, when you have promoted your sustainability or social goals via your channels has that translated to revenue and customer loyalty as that’s the ultimate test of a successful purpose-driven campaign? However, it often takes time to see measurable results (i.e. at least six to twelve months).
There are innumerable benefits to purpose-driven marketing campaigns if they are authentic. If organizations aren’t authentic, don’t do what they say they will, aren’t sustainable, incite controversy, or just promote social and environmental causes to generate sales, then consumers may actively work against the brand, so ensure that whatever you do, it’s in-keeping with your organization as a whole – and as a brand.
If you need help launching your first (or your fiftieth) purpose-driven marketing campaign, get in touch with Key Medium today.
Elaine Frieman holds a Master’s Degree and is a UK-based professional editor, educational writer, and former marketing agency content writer where she wrote articles for disparate clients using SEO best practice. She enjoys reading, writing, walking in the countryside, traveling, spending time with other people’s cats, and going for afternoon tea.
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