If you’re up on 2021 advertising trends, then you’ve probably seen the phrase “purpose-driven advertising.” You may be asking yourself, “Isn’t the purpose of advertising to sell a product or service?” The answer to that is, “Yes,” but in this case, it’s the way companies are engaging with their customers that is purposeful. In other words, as Meltwater puts it, “A purpose-driven brand is one that openly puts its core values at the forefront of everything it does.”
Companies large and small are connecting emotionally with their customers on a deeper level by supporting the causes their customers value.
In fact, TotalRetail believes it is no longer a choice of whether to engage with social issues, but of rather which causes your brand will support. According to eMarketer, a majority of consumers expect brands to be inclusive, citing a 2019 Adobe survey where “62% of US adults said diversity in a brand’s advertising had at least some impact on the way they perceived that brand’s products and services, with 24% reporting it had a ‘major’ impact.”
When evaluating possible causes to support, ask yourself if your company leadership is already vocal about social or political issues. Is your CEO already a passionate activist? If so, there’s a natural tie-in with expanding your brand’s purpose. During COVID, some businesses turned their focus on supporting their employees with pledges not to lay off staff. If looking outside your company for inspiration, know your customers first. Align causes important to your customers with your brand to find a good fit.
Whatever you do, customers can and will spot an empty gesture. This goes well beyond hashtag holidays and one-time donations. Your purpose-driven campaign should have real and lasting positive effects on behalf of your company’s goals. These recent examples of successful purpose-driven campaigns are great inspiration starters. Or give us a call. The aJuxt Troupe will help you find the right cause for your customers and your brand.
Written by Cristin Burns || Amazon Specialist & Social Media Maven