Whilst labels may presume that consumers are merely transactional towards them, the 2022 Edelman Trust Gauge underscores how consumers are increasingly becoming more belief-oriented than ever. The analysis demonstrates that based on convictions and principles, 58 percent advocate for or purchase from brands, 60 percent determine where to work, and 64 percent invest.
Fifty-two percent of respondents also opine that brands are not enacting sufficient measures to tackle societal challenges like climate change. Thus, if you’re struggling to establish a genuine connection with your patrons, then purpose-centric marketing might be the right path for you.
So let’s ascertain how you can approach purposeful marketing to resonate with conscientious consumers in this blog.
What Is Mission-Driven Marketing?
Mission-driven marketing is an approach where a brand focuses its endeavors on a social cause that aligns with its core principles. Through authentic connections rooted in shared values, mission-driven marketing aims to assist businesses in cultivating stronger bonds with their clientele.
Brands that engage in mission marketing either were established on such principles or adopted them over time. Their primary objective in marketing or existing is to give back in some manner. As mission-driven marketing might be more visionary, there may not be a precise cause per se, but the aim is for the enduring and continual benefit of the community.
What Is Brand Mission Or Organizational Mission?
Clarifying the query “what is brand mission?” is rather straightforward. Essentially, brand mission or organizational mission is the rationale for your brand’s existence. Beyond generating profits, your mission serves as the framework that guides your business decisions.
Mission Marketing’s Direct Influence On Customer Churn Rate
Mounting societal concerns have enlightened many brands about the paramount importance of being mission-oriented and demonstrating significant social accountability. Consider the George Floyd movement, for instance: At its zenith, Growth from Knowledge (GfK) conducted Consumer Pulse research and discovered that 74 percent of Americans stated that how businesses handled the protests would impact their decision to engage with them in the future. Moreover, we live in an era where social media possesses the capacity to amplify brands that are mission-driven.
And more recently, the Ukraine crisis: A Brand Keys poll determined that 85 percent of respondents from both political parties declared they would boycott Russian products in solidarity with Ukraine. Customers exhibit greater allegiance to brands that adeptly navigate such political matters. These statistics underscore how your brand’s mission or lack thereof influences customer churn rate. However, bear in mind that your mission can be distinct from where the media’s attention is focused. For instance, you can direct your focus towards social issues such as poverty and hunger.
Illustrations Of Visionary Brands Or Enterprises Engaged In Mission Marketing
The Swedish furniture company’s organizational mission is intertwined with sustainability. An outstanding instance of their mission marketing endeavor is their collaboration with H22, which embodies a marketing mission motif, “The forging of a more intelligent city.”
H22 is linked to urban development that directly impacts individuals, their residences, and their well-being. All of these align seamlessly with IKEA’s marketing mission: “To craft a superior everyday life for the multitude.”
Ben & Jerry’s
Ben & Jerry’s fundamental beliefs mold its marketing mission. Consequently, its brand mission propels them to utilize their business in inventive ways to enhance the world.
The company’s principles encompass advancing human rights and dignity, championing economic and social equity for historically marginalized communities, and safeguarding and rehabilitating the Earth’s natural systems.
Blake Mycoskie, the innovator of TOMS, spearheaded the One for One® concept in 2006 by gifting one pair of shoes for every pair sold. The brand also finances health, education, and community development endeavors through strategic partnerships.
While TOMS transitioned from the One for One model, it now donates one-third of its earnings to local charities. TOMS asserts that 100,000,000 lives have been positively impacted by the brand.
Fashion and sustainability haven’t always seen eye to eye, but the tandem has made significant progress. Adidas and other apparel brands have embraced sustainability as vital to their marketing mission over time. For example, Adidas has committed to intensifying its endeavors toward sustainability.
Thus, commencing in 2024, the brand will exclusively employ recycled plastics, and complete production will be climate-neutral by 2050. Additionally, Adidas introduced an employee training program, “How to Ponder and Act Sustainably,” to infuse sustainability into its culture.
Diverging from Adidas, Lush’s brand mission is fundamentally rooted in sustainability from the outset. Since 1980, Lush has been at the forefront of sustainability, long before it became a “trend.” For instance, the retail brand crafts solid beauty bars, including shampoo, conditioner, and cleansing balms, to curtail water and plastic consumption.
Taking its brand transparency and mission further recently, Lush CEO Mark Constantine steered the company’s withdrawal from major social media platforms, encompassing Facebook, Instagram, TikTok, and Snapchat.
The personal care brand’s marketing mission is to elevate the self-esteem of women and girls worldwide. Dove adeptly activated mission marketing through the years, achieving it through its products, marketing visuals, social media campaigns, and content that champions its perspective.
For some, Dove’s mission marketing strategy appeared to be a seeming effort to reshape the brand. Nonetheless, the company laid the foundation for a significant shift from “product-centric advertising” to “consumer-centric advertising.”
The Distinction Between Cause Related Marketing And Mission Driven Marketing
Despite cause related marketing and mission-driven marketing seeming synonymous, cause related marketing generally revolves around short-term campaigns. Cause marketing is a form of promotion in which companies launch initiatives in alignment with social causes or beliefs that are pertinent to their brands, promoting social responsibility or consciousness.
In cause marketing, brands can champion a worthy cause for, let’s say, a month and execute an awareness campaign. During that period of cause marketing, the company, in collaboration with the cause, can either allocate all or a specific percentage of its proceeds to the cause or accumulate donations through the company. Many brands also employ cause marketing to enhance their online reputation.
Instances Of Cause Related Marketing Or Brands Engaged In Cause Marketing
The Body Shop’s Time To Care
The Body Shop, a beauty and wellness brand, sought to acknowledge the dedication of healthcare professionals in 2020. Thus, the company’s decision-makers designated the “Time to Care” campaign as their inaugural step towards attaining this objective. The initiative stands as one of the finest instances of cause related marketing, championing kindness, well-being, and good health.
Teams from The Body Shop North America collaborated with shelters and facilities for the elderly to furnish cleaning products, including body and hand wash. Given that the business endorses self-care, they aimed to make it accessible to all.
The Body Shop also unveiled a dedicated hashtag: #TimeToCare. Using the hashtag, the company disseminated informative articles about practicing self-care in wholesome ways and organized self-care package giveaways.
ALT_: Project Stamp
The non-profit organization ALT_, pronounced ALT Space, is dedicated to dispelling detrimental stereotypes about Chicago’s neighborhoods through activism, art, and culture. It partners with entities like Habitat for Humanity and the Chicago Park District to establish spaces in Chicago’s Austin area that foster artistic expression and educational pursuits.
The Project Stamp initiative, initiated by ALT_ in 2019, endeavors to emphasize the worth of Austin’s inhabitants.
Throughout the campaign, anyone can have their picture taken at no cost. By spotlighting and illuminating the genuine ambiance with culture, the aspiration is to alter the misconception that Austin is a perilous locale.
The aforementioned are just two instances of cause related marketing. Circling back to mission marketing, let’s streamline how to foster brand trust.
How To Foster Brand Trust With Your Mission Marketing Plan (Marketing With Purpose)
While many enterprises define their brand mission before they commence operations, they often fall short in actualizing their mission. Your brand mission or organizational mission must transcend being a mere catchphrase if your company is to be mission-driven, embodying brand transparency.
Here’s how to approach marketing with mission:
- Maintain absolute clarity in your brand mission. Clarity significantly heightens your likelihood of carrying out your mission. Competent leaders can embody the mission to inform their decisions and steer the business towards their desired direction.
- Confirm that your brand mission resonates with your customer base. An irrelevant or absent mission can lead to a high customer churn rate. Business leaders must distill their vision in a way that their audience comprehends and identifies with.
- Embrace and embody your brand mission. Your mission should transcend a mere marketing ploy. When a brand authentically believes in its mission, it permeates every facet and every individual, becoming a propelling force behind the business.
- Collaborate with individuals who believe in your brand mission. Employing individuals who share your mission is foundational. Beyond just filling a job role or entering into a partnership, scrutinize individuals who demonstrate an interest in your business; they must subscribe to what your brand represents.
If you’re seeking to collaborate with professionals who can not only communicate your brand mission but also wholeheartedly believe in it, Leadshouse is at your service. Leadshouse constitutes a team of digital marketing experts dedicated to cultivating trustworthy relationships with our clients while delivering extraordinary results for them. VIsit our website today!