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What is Purpose-Driven Marketing?

The reasons people support businesses these days are changing, as life continues to change during the Covid-19 pandemic, which brings us to purpose-driven marketing. This type of marketing is really taking off right now. It is a strategy allowing organizations to better connect with their target audiences by demonstrating their brand is putting the wellbeing of others at the forefront of their efforts. With the stress and emotion that has come along with the pandemic, many people are being even more cautious and aware of what companies and businesses they are supporting. Many like to see companies take a stand on social issues. Purpose-driven marketing is important for the smallest of businesses, to major corporations. Point Taken can help you incorporate this popular form of marketing into your brand’s plan to not only increase your business, but also your customer support.

Purpose-driven marketing can help portray an organization as mindful and conscious to their audience. After an emotional few years, many people want to see organizations they support doing good and giving back. Developing and executing this strategy may seem daunting, so Point Taken has a few pointers on how to get started.

Start With Your Employees

According to PR News, nearly 90% agree, and 44% agree “strongly,” that companies should prepare to take public stands on global issues over the next five years. Companies are trying to connect more with their customers, but also their employees. Standing up for what your employees believe in and therefore your company as a whole, is important to customers.

Ad Council cites a study by Zeno in 2020 when the pandemic started, showed that consumers are four to six times more likely to support a company that is purpose driven. But it can’t be shown in just one aspect of the company, it must be delivered in all areas on a consistent basis. From the company’s mission statement to how the organization treats its employees, customers want consistency.

Find Your Passion

Your employees know the ins and outs of your company the most, so it makes sense to get their input on what is important to them when it comes to the values of your business. Ad Council uses the brand Patagonia as an example, a company specializing in outdoor wear and equipment. Patagonia understands the importance of taking care of the environment. Through campaigns and awareness, including a “Protect Our Coast” campaign, the company is connecting with their consumers beyond sales with purpose-driven marketing.

Point Taken helps our clients with their purpose- driven marketing to ensure they are growing financially, while also better connecting them with their customers and the community as a whole.

Get Help with Purpose-Driven Marketing

If you are feeling overwhelmed by the idea of implementing a purpose- driven marketing plan, we are here to help. Point Taken has a dedicated team passionate about helping your business thrive, while also making our community a better place to live.

Point Taken Communications, a boutique Jacksonville public relations and marketing firm serving brands nationwide, creates engaging campaigns that ignite positive change and move audiences to action. We go above and beyond, ensuring each client gets the best return on its investment. Our team of senior professionals has decades of experience bringing bold, creative ideas to life to help companies and nonprofits grow and evolve. At Point Taken, our clients inspire us to fuel progress for your organization, your industry and our world.