Purpose-driven marketing: Compassion & Commerce can Transform Your Brand

Imagine living in a world where every purchase you make reflects your deepest beliefs and values. That's the essence of a purpose-driven marketing strategy – transforming buying into a statement of personal identity and collective responsibility. It's not merely about transactions; it's about forming an emotional bond between brands and consumers who share a common vision for a better world. In this era of heightened environmental and social awareness, brands are not only selling products; they invite us to join their movement, one that gives them responsibility.

In today's market, where the power of Social Media amplifies consumer voices, demanding transparency and authenticity from every brand, purpose-driven marketing delivered on various media platforms is crucial. It goes beyond mere advertising; it's about creating a narrative that resonates personally, turning customers into advocates and partners in change. It's about brands and consumers joining forces to make a difference, proving we can shape a more sustainable and compassionate world together.

What’s Your Brand’s Purpose?

You run a successful small business. Your products and services are of the highest quality. But there has to be more if your brand is going to stand out from the crowd and get noticed. You have to offer more than just exceptional quality, whether it’s climate change, gender identity, hate speech, racism or sustainability.

In a world where we're spoiled for choice, this marketing campaign genre stands alone as something real and trustworthy. It's like an invitation to be part of a bigger movement, not just a transaction. And for a brand, it’s a big request. It means standing by your impact on society and the planet. But those who do this, stand out. They become more than just another choice; they become part of one’s identity. A brand that dares to lead with its heart, share real values and make a real impact through its marketing is one that creates lasting connections, inspires true loyalty, and, in the end, enjoys real, ongoing success. It's all about what we believe in and the ideals we share together.

An Example of a Purpose Driven Strategy in Marketing

Sustainability is an excellent example of this type of marketing brand strategy. And for good reason. Consumers enjoy knowing that not only are they a part of the brand’s great quality products and services, but the brand’s marketing tells them that it also produces those goods and services in a way that doesn’t harm the environment. Your brand should offer customers the best service and product offerings and care about the planet, too. That environmental impact, that social awareness will win their hearts and minds.

LEGO, renowned creators of revolutionary building and brick toys, is also committed to sustainability. The brand doesn’t just ‘talk the talk’; it ‘walks the walk’ by pledging to use sustainable materials in all its products by 2030. This move isn't a superficial stunt; Lego is manifesting its dedication to environmental stewardship and mirroring its customers’ values – these are people who are extremely concerned about the welfare of our planet.

Other Purpose-Driven Brands

Japanese communications giant Havas recently conducted a survey that revealed that less than half of brands – only 47% to be exact – are seen as trustworthy by consumers. People care about social environmental issues, which is why these are ideal focuses for any meaningful brand. Havas has created the an annual Meaningful Brands Report™ that covers 10 global markets and 1,300 brands across 42 categories.

The latest Report has revealed that:

• “72% of people surveyed are tired of brands pretending they want to help society when they just want to make money.
• 68% believe the world is going in the wrong direction, at a global level.
• 71% believe brands should be doing more to improve and support their personal health and well-being .”

The Report’s focus is on “exploring these shifts”.

It’s important to remember that embarking on a marketing brand journey driven with purpose isn't just about slapping a virtuous slogan onto your brand; it's about embodying a cause that resonates at the core of your company's identity. Many a great brand is currently making this type of stand in their marketing. Here are examples of two more brands with a purpose that embrace sustainability:

• Fashion and sports brand Adidas committed to using recycled plastic from 2024 onwards. The brand wants to make all of its production climate-neutral by 2050. Also, staff are trained to ‘think and act sustainably’ on a special four-week course. That’s the Adidas purpose.
• Swedish furniture company Ikea initiated a project in 2019 entitled ‘'H22'’, where they built the home of the future, focusing on health, well-being and sustainability using only the brand’s products. The brand collaborated with the Swedish city, Helsingbord, and developed a living community with this particular ethos and purpose. Ikea also strongly believes in recycling, removing single-use plastic, achieving zero emissions, and reducing the climate footprint of the business by 70% by 2030.

maake is a Brand With a Purpose

The maakeAcademy’s sister company, maake, is a brand that uses purpose-driven marketing in its marketing content. Pioneering sustainability is their purpose, and through their marketing, consumers are aware that it takes precedence in everything the company does:

• Although textile printing uses vast amounts of water, energy and waste, maake’s processes use 95% less energy than traditional printers. They only use 100% renewable resources and virtually no water in their printing process.
• They are proud members of ‘Make it British’ – the brand only sources base textiles from trusted local fabric mills. They also pay staff the ‘London Living Wage’, look after their wellbeing, and have a strong ‘maake less waste’ initiative.
• This way, maake strengthens the local economy and reduces their carbon footprint.
• They further reduce their carbon footprint because they are a local brand, with a factory located in NW London.
• All the inks used to print on fabric are approved by Oeko-Tex and GOTS 6.0. The fabrics printed on all have to pass stringent En71-3 certification and are all formaldehyde-free. You can read all about Textile Certifications here.
• The brand believes in Zero Waste. This Zero Waste Policy includes recycling excess fabric by offering it to local charities, schools, etc. At work, staff also recycle paper and ink waste. And all their machines have energy-saving cut-off switches to reduce energy consumption.

Marketing Your Business 

Companies that adopt marketing driven with purpose are not just participating in commerce; they're weaving themselves into the fabric of societal evolution. They understand that today's consumers are looking for heroes in every brand – a business willing to stand up for what's right, challenge the status quo, and pave the way towards a greener, more equitable planet.

Through marketing content and initiatives such as using recycled materials, committing to fair trade practices, and supporting community upliftment, these companies offer consumers a chance to participate in something bigger than themselves. This deeper engagement sets a purpose driven brand apart in a crowded marketplace, turning every product the company sells into a totem of the customer's identity and focus.

Connecting on a Deeper Level

Here are some ideas to help you find solutions for marketing your brand to customers.

1. How Do I Make a Difference?

Whatever route you choose, it’s crucial to ensure your business follows this purpose. It’s more than a strategy with great content marketing; something you should commit to and use in every single part of your business every day.

1. How Can I Commit to This Cause in My Daily Operations?

Let’s talk about maake’s stand on sustainability. The company decided to change how it does business so that sustainability is always essential in everything it does. No matter what it achieves daily, sustainability is its premier purpose.

1. How Can I Create a Company That Resonates?

Everything your brand does, whatever your business manufactures, how your company creates products and service offerings; everything has to involve purpose. At maake, their purpose is sustainability, and they consider the environment in everything they do, whether saving paper or energy, or creating a service offering that uses less energy and promotes local businesses. They then create purpose driven marketing to inform about their sustainability endeavours, using marketing content that demonstrates how much they care.

1. How Do I Communicate Our Brand's Motivation Through Content?

Communicate your environmental purpose in everything that you do in your marketing story. Your purpose is part of who your business is, and the more you let your audience know what you’re advocating, the more likely the audience will trust you.

1. How Do I Get Customers Involved?

Businesses must not only tell their clients about their mission; they need to show, involve and inspire them to participate. It's about making consumers feel as if they're part of something bigger and more meaningful. For instance, maake offers clients upcycling bags – different-sized bags filled with fabric offcuts free of charge. This enables customers to participate in our recycling marketing initiative.

Ready for Your Marketing Plan?

Once you’ve developed insights into your brand’s purpose, you will find these insights pervade everything your company does. The more you believe in your purpose, the more dedicated you are to it, the more likely you’ll become known for that purpose.

After all, this type of marketing is not merely a digital or media strategy; it’s a commitment to authenticity, transparency, and alignment with deeply held ideals. It transforms a business from a mere vendor to a valued group of community members, creating a bond with consumers based on mutual respect and shared ideals.

We Can Help maake Your Business Grow

We want to help you discover your business strength. One of our key focuses is to show other small businesses how to improve their sales and marketing strategies. To do this, you need to be able to identify and benchmark your business’ current performance. 

maakeAcademy has devised a questionnaire to help you improve your performance in Sales and Marketing while optimising your operations.

Take our 3-minute questionnaire and discover how to take your business to the next level.

Watch out for more innovative methods and an online course to make your small business grow! 

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