Two clear themes came to the forefront during our roundtable event; that purpose is not about incorporating a social cause, and that purpose needs to be human at its heart.
In recent times purpose has been synonymous with a company’s CSR program, connecting brands with good causes or false-fitting unconnected consumer values into a brand’s reason for being, for example Pepsi and Kendall Jenner. In reality this rarely works for brands because it doesn’t elevate the genuine reason why the brand exists. Social, community and sustainability causes should only be at the heart of your brand’s purpose if it genuinely exists to improve the world in terms of society, community or environment. In today’s globalised world consumers are savvy so purpose must be honest, believable and authentic.
As we know, defining a purpose should be inspired by why your brand exists. Evolving from your company’s values and culture, being inherent and true, to then inform the purpose. It can be simple and also functional, but we all agreed that first and foremost a purpose should inspire your staff. Ensuring you consider that human element grounds your purpose, and if your staff are inspired by it your purpose will live and breathe through all aspects of your business.
READ OUR BLOG – WHAT’S THE POINT OF BRAND PURPOSE