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Purpose Driven Marketing: Building Trust with Your Brand’s Core Values

In 2022, the Edelman Trust Barometer unveiled a shift in consumer behavior, emphasizing a growing emphasis on beliefs over mere transactions. The study revealed that 58 percent of consumers advocate for or buy from brands based on shared beliefs, while 60 percent consider these values when choosing where to work, and 64 percent factor them into their investments.

Interestingly, 52 percent of respondents expressed dissatisfaction with brands’ efforts in addressing societal issues like climate change. If you’re struggling to connect with your customers on a deeper level, purpose-driven marketing could be the solution.

So, let’s explore how you can effectively implement purpose-driven marketing to resonate with conscious consumers.

Understanding Purpose Driven Marketing

Purpose-driven marketing centers on aligning a brand with a social cause that mirrors its core values. By establishing authentic connections through shared beliefs, businesses aim to cultivate stronger relationships with their clientele.

These purpose-driven brands are either founded upon these values or have adopted them over time. Their primary mission is to give back in some meaningful way. While the cause may not always be singular, the overarching goal is the long-term betterment of the community.

Unveiling Brand Purpose

Brand purpose, or organizational purpose, is the underlying reason for a brand’s existence. It goes beyond profit-making and serves as the guiding principle behind business decisions.

Impact on Customer Churn Rate

Recent social movements have underscored the significance of being purpose-driven and socially responsible. For instance, during the George Floyd movement, GfK’s Consumer Pulse research revealed that 74 percent of Americans were influenced by how businesses handled the protests in deciding future dealings. In today’s digital age, social media can amplify the impact of purpose-driven brands.

Recent events like the Ukraine crisis further exemplify this trend. A Brand Keys poll found that 85 percent of respondents, regardless of political affiliation, would boycott Russian goods in support of Ukraine. These instances underscore how a brand’s purpose, or lack thereof, can directly affect customer churn rate.

Examples of Purpose-Driven Brands

IKEA

A Swedish furniture company, IKEA, places sustainability at the heart of its organizational purpose. A standout example of their purpose-driven marketing is their collaboration with H22, under the theme, “The making of a smarter city.”

H22 is focused on urban development, directly impacting people’s lives, their homes, and overall well-being. All of these aspects seamlessly align with IKEA’s marketing goal: “To create a better everyday life for the many people.”

Ben & Jerry’s

At Ben & Jerry’s, core beliefs inform their marketing purpose. Consequently, their brand’s mission drives them to leverage their business in innovative ways to make a positive impact on the world.

The company’s values include championing human rights and dignity, advocating for economic and social justice for historically marginalized communities, and preserving and restoring the natural systems of our planet.

TOMS

Blake Mycoskie, the founder of TOMS, introduced the One for One® concept in 2006, pledging to donate one pair of shoes for every pair sold. The brand also allocates funds to support health, education, and community development initiatives through strategic partnerships.

Although TOMS transitioned away from the One for One model, today it donates one-third of its profits to local charities. TOMS asserts that the brand has positively impacted the lives of 100,000,000 individuals.

Adidas

The intersection of fashion and sustainability has been a journey for Adidas. Over time, Adidas, along with other clothing brands, has integrated sustainability as a critical component of its marketing purpose. For instance, Adidas has committed to ramping up efforts towards sustainability.

Starting in 2024, the brand will exclusively utilize recycled plastics, with the ultimate goal of achieving climate-neutral production by 2050. Additionally, Adidas has launched an employee training program, “How to Think and Act Sustainably,” to infuse sustainability into its organizational culture.

LUSH

In contrast to Adidas, Lush’s brand purpose has been rooted in sustainability right from the outset. Since 1980, Lush has been a pioneer in sustainability, well before it gained widespread recognition. As an example, the retail brand produces solid beauty bars, including shampoo, conditioner, and cleansing balms, in a bid to reduce water and plastic usage.

Taking its commitment to brand transparency and purpose a step further, Lush’s CEO, Mark Constantine, guided the company’s departure from major social media platforms, including Facebook, Instagram, TikTok, and Snapchat.

Dove

Dove, a personal care brand, is dedicated to boosting the self-esteem of women and girls worldwide. Dove has skillfully executed purpose-driven marketing over the years, integrating it into their products, marketing imagery, social media campaigns, and content that champions their viewpoint.

For some, Dove’s purpose-driven marketing strategy may have appeared as an effort to rebuild the brand. Nevertheless, the company laid the foundation for a substantial shift from “product-centric advertising” to “consumer-centric advertising.”

Distinguishing Between Cause Related Marketing and Purpose Driven Marketing

While cause related marketing and purpose driven marketing may seem interchangeable, they differ in their strategic focus and duration. Cause related marketing primarily centers around short-term initiatives. This approach involves companies launching campaigns aligned with social causes or values that hold significance for their brand, thereby promoting social responsibility and awareness.

In cause related marketing, a brand might rally behind a charitable cause for a defined period, such as a month, and conduct an awareness-raising campaign. Throughout this period of cause marketing, the company, in collaboration with the chosen cause, can opt to contribute either a portion or the entirety of its proceeds, or actively solicit donations on behalf of the cause. Additionally, many brands employ cause related marketing to enhance their online reputation.

Examples of Cause Related Marketing

The Body Shop’s “Time To Care” Campaign

In 2020, The Body Shop, a renowned beauty and wellness brand, sought to honor the dedication of healthcare professionals. To achieve this, the company initiated the “Time to Care” campaign as their initial step. This program stands as a stellar instance of cause related marketing, championing kindness, well-being, and overall health.

The North American teams of The Body Shop collaborated with shelters and elderly care facilities, providing essential cleaning products, including body and hand soaps. By advocating for self-care, they aimed to make it accessible to all.

Additionally, The Body Shop introduced the dedicated hashtag: #TimeToCare. Through this hashtag, the company shared informative content on fostering self-care through healthy practices and organized giveaways of self-care bundles.

ALT_’s Project Stamp Initiative

ALT_, pronounced ALT Space, is a nonprofit organization dedicated to dispelling damaging stereotypes surrounding Chicago’s neighborhoods through activism, art, and culture. They partner 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.

Launched in 2019, ALT_’s Project Stamp initiative aims to highlight the worth of Austin’s residents. Throughout the campaign, individuals have the opportunity to have their photo taken at no cost. By accentuating and illuminating the authentic atmosphere with culture, the objective is to challenge the misconception that Austin is a perilous place.

These are just two illustrations of cause related marketing. Returning to the topic of purpose marketing, let’s simplify the process of building brand trust.

Building Brand Trust with Purpose Marketing

1. Define your brand purpose clearly, ensuring it guides decision-making.

2. Ensure your purpose resonates with your customer base to avoid high churn rates.

3. Live and breathe your brand purpose, making it an integral part of your business culture.

4. Collaborate with individuals who share your brand’s purpose to strengthen your mission.

If you’re seeking experts to amplify your brand’s purpose, consider partnering with Leadshouse, a team of digital marketing specialists dedicated to building trust and delivering outstanding results. Visit our website today.

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