Purpose Marketing; a Powerful Marketing Weapon?
- Ben
- Mar 17, 2019
- 4 min read
Updated: Apr 14, 2019
What do companies such as Coca-Cola, Airbnb, Nike and Ben & Jerry’s have in common? Judging from their marketing campaigns, they have moved away from the traditional approach to sell to serve a greater good. Coca-Cola is not selling soft drinks anymore, but ‘’happiness’’. Airbnb is not about renting a room, but it’s about spreading the idea that ‘everyone belongs everywhere’. These giant companies have cleverly welcomed and integrated aspects of purpose marketing, which perhaps could be as large as the digital revolution within the marketing world. Therefore, in today’s blog I would like to have a closer look with you at this development.
From profit to values
So, what is it actually? Purpose marketing is all about incorporating a higher goal into the marketing strategy of your company. Where answers are provided on customer’s questions such as; why does this company exist or what do I do well by choosing to become a customer of this company? Basically, the focus point shifts from more (an economic principle) to better (in a social sense) and from profit to values.
Social relevance
Max Lenderman, CEO of an American purpose consultancy firm, predicted the importance of the trend when it was at an early stage. He then indicated at the Forbes CMO conference in Miami in 2013 that purpose marketing would be a major influence in future marketing strategies of giant companies.
But why would companies integrate purpose marketing in their strategies then? Well, as time constantly changes, consumer behaviour does too. After several wars, terrorist attacks and a financial crisis , people look for more meaning in their lives and the same goes for brands. Everyone wants a better world, and that also applies to companies. For example, nobody almost nobody enjoys the idea of consuming products, like coffee, where various people and/or animals had to suffer for. From Ben & Jerry’s to Tesla and from Unilever to H&M. Both small and large brands can and have proven that higher management and social goals along with financial profit go together.
Generation (wh)Y
Interestingly, purpose also influences the job search of people. According to a Deloitte research, starters and entrants in the labour marketing in particular expect different things from their employers than their parents did. Ninety percent of millennials want to do ‘’something good’’ in their working life and look for meaningful work with impact. According to a recent survey, the generation (Z) after them find purpose even more important. For them it is the most important factor in the search a new job. Experiencing a higher management goal in their works ensures that they stay longer. From an HR perspective therefore, this is reason enough to link work to a higher management goal. However, there are also many other benefits for the organization that are about more than earning money.
Cases: Dove and Tony Chocoloney
In the examples below, I highlighted the purpose marketing of two companies.
Dove – Beauty is only skin deep
To quote Ryan Costello; ‘’Dove is a great example of a brand that employs purpose-driven marketing. Their mission is to improve the self-esteem and confidence of women around the world through their #speakbeautiful movement - a campaign that highlights the concept that beauty is skin deep. They want to be seen to be making a commitment to women’s well being – and for consumers to see them as so much more than soap and moisturizer.’’
Tony Chocoloney - Crazy about chocolate, serious about people
Tony Chocolonely is a Dutch chocolate manufacturer, that was started by three journalists after they discovered that a huge part of cocoa was (and still is) produced by (child)slaves. They were found to be working in horrible circumstance in Ghana and Ivory Coast, while most big chocolate manufacturers were totally indifferent about this huge problem. After funding enough, the three wanted to change the industry and took matters into their own hands, by starting a slave-free chocolate bar. By now, the company is the market leader in the Netherlands and exports some products to countries abroad. Interestingly, the brand does not use traditional media strategy and believes in a pull marketing strategy. Consumers buy their products for their strong story and process, which hopefully will lead them to become a world brand and change the cocoa industry.
Lessons from purpose marketing
Interested how you can apply purpose yourself? Forbes described three golden rules for creating your own purpose:
1. Innovate and Transform
Social purpose must be a directive for your company, since sustainability is a core issue of both business and environmental concerns. Companies focus on practical "what this product can do for you" approaches, but consumers also want to know what greater purpose a product serves. What's the carbon footprint? How does it create conversation or culture? From your "home" to theirs, cultivate a mission-driven purpose that clients and consumers will invest in rather than buy into for a catchy tagline.
2. Embrace Growth
Employers should embed purpose, strategic-thinking and apt decision-making so that they shift from the backburner to direct courses of action. Do what you say when it comes to client satisfaction, improving products or giving back.
3. Use Active Engagement and Participation
As mentioned before, employees don't want to get lost in the drudgery of everyday to-dos. They desire to be part of something greater than themselves, and that's where brand purpose comes into play with work culture. Employee engagement and participation increases when each employee possesses a sense of fulfillment and cultivating value for the organization and customer. To be successful and achieve something in this world, everyone must participate to create change and cultivate a sense of satisfaction and happiness. You can't do that without purpose. Encourage experiments and play to engage workers in projects and generating innovative ideas. Let them do their thing, and they will reward you with their developing talents.
I hope you enjoyed my first marketing-focused blog! What do you think of purpose marketing? Let me know in the comments!
Until next time!
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