Putting the “H” in Brand Purpose
E.B. MOSS ON WHY PURPOSE IS AT THE HEART OF THIS ISSUE OF THE CONTINUUM
This is a publication about the intersection of brand and demand marketing, so why a focus in this issue on brand purpose and Corporate Social Responsibility? Because CSR, to use the words of one interviewee, Sustainable Brands founder and CEO, KoAnn Skrzyniarz, is less about the burden of a “responsibility” and more the “business opportunity” or, as picked up on by the ANA, an “engine for growth.” The advantages of leading with (genuine) purpose have been discussed in prior articles, such as our Rishad Tobaccowala interview in Issue 1, but the value of everything from DEI to sustainability can never be overstated.
Still, in our data-dependent world, it’s not always easy to assess the impact of purpose on consumption and brand loyalty, but Deloitte’s effort probably comes closest. In its latest CMO Survey it uses the metric of “H” for “the human centricity of an organization” or “adoption of the human tenets and alignment of human values.” Their takeaway:
“Organizations who rank highest on workforce and customer satisfaction also have aligned values, meaning the Values Compass of the workforce and of customers have significant overlap. Even more, these organizations are twice as likely to outperform their peers in revenue growth over a three-year period. Aligning human values has economic value to organizations.”
As the consultancy explained, “Under typical circumstances, American consumers are diversified across a number of motivations, including curiosity, belonging, and learning new things. But the universal experience of the pandemic has collectively pushed consumers to regard control (a desire for proof that organizations will follow through with what they’re saying) and caring for others as prevailing values.”
Per Jack Myers of MediaVillage, some stats indicate that our post-pandemic work relationships may continue to rely on the digital version of our selves. However, on the marketing side, the H for Human certainly seems to = ROI to read it from industry leaders contributing to Issue 3, such as Jorge Plasencia, who founded Republica Havas to ensure brands leveraged both the intellectual and the human sides of messaging to better resonate with multi-cultural audiences. Or, the highly compassionate Robyn Streisand, who began a consortium of certified diverse-owned agencies to complement the offerings of her own WBENC- and NGLCC-certified shop, The Mixx (which was literally named with a nod to the Xs and Os of love marks.)
Heidi Zak, CEO and Co-Founder of ThirdLove shares, in our spotlight article, how her brand disrupted an entire clothing vertical by leading with empathy, diversity and inclusion sewn into its very product. Now she’s sharing the love to boost up other female founders with a new initiative called The TL Effect.
Finally, read the wise words of someone at the very heart of demand marketing who feels a responsibility to now use demand AND brand awareness to help many non-profits lead with heartfelt messages: Lawrence Kimmel, former Chairman of the Direct Marketing Association turned agency head of Rung-Up. His perspective perfectly complements that of Quigley-Simpson CEO, Carl Fremont, who reminds us that throughout all marketing – from pro-social to promotional messaging – the USP, unique selling proposition, must be clear.
Still seeking more empirical evidence? Perhaps take it from the NYU Stern Sustainable Market Share Index™ -- “The market share of sustainability-marketed products aligns along a continuum based on perceived category functionality or efficacy. Even in categories with low shares, shares of sustainability-marketed products increased.” They grew 7.1x faster than products not marketed as sustainable and “enjoy a significant price premium of 39.5%.”
Inspired now? Well, wait ‘til you read the rest of this issue....
March 30, 2021
