Purpose-Driven Marketing and Why You Should Care
Purpose driven messaging gives brands authenticity and social responsibility, which consumers appreciate and look for when making purchases. Cause-driven marketing not only appeals to millennials but 79 percent of consumers prefer purpose-driven brands.
What Millennials Want to See
According to Forbes, millennials want to be part of a cause; they want to feel like they are a part of something in this world and are making a difference. If millennials can recognize the social responsibility of a brand, they will not only pay attention and be drawn to the brand, but are more likely to make the purchase rather than from a competitor with no social responsibility. Forbes says that 79 percent of consumers prefer purpose-driven brands.
Employees are the most important stakeholders in a company. When employees are engaged in a company, they are more likely to be proud spokespeople. According to Forbes, “Eighty-nine percent of executives stated collective purpose motivates employee satisfaction, while 84 percent linked purpose with transformation and 80 percent revealed that it boosts customer loyalty.”
Employees don’t want to feel useless and unused. They want to be engaged and work for a business that is driven by purpose and not strictly by profit. According to Sustainable Brands, “A strong driver of employee engagement is feeling pride in a job well done, of producing something that meets a real need.”
While millennials are attracted to brands with a purposeful message, they’re not easily deceived. According to Ethical Corporation, only 25 percent of consumers actually believe purpose-based advertising. Also, 61 percent of people said they wouldn’t buy from a company that was hypocritical and didn’t actually follow or believe in their “purpose.”
Forbes says that authenticity is key. “A collective sense of purpose reflects company merit, trustworthiness, authenticity and future success.” Purpose and responsibility in a brand message can create trust in the target market, employees and bottom line.
Marketing is more than just pushing and promoting a product with words and pictures. It should engage senses and invoke emotion in order to create engagement and participation from an audience. Purpose-driven marketing can help a business thrive in a world where purpose is at its core