The Marketing Strategy of A Purpose-Driven Brand

Every year, iBec proudly hosts the Purpose Driven Marketers Summit, a virtual gathering focused on uniting marketers from purpose-driven companies who strive to do more than just increase sales. Participants come together to share strategies and insights on how to effectively communicate their companies’ commitment to social and environmental values through marketing.

This year we discussed current challenges for purpose-driven marketers, such as navigating financial pressures, evolving consumer behaviors, and advancing technologies like AI. We emphasized the importance of authenticity, customer engagement, and leveraging data responsibly to drive business growth without abandoning ethical standards. It was a great morning spent fostering collaboration and learning among like-minded marketers dedicated to making a positive impact through their work! Read on to discover the key takeaways that participants shared.

Key Takeaways

1. Empower your team

Be sure to educate your internal team on your Environmental, Social, and Governance (ESG) goals. Helping your team to understand the “why” behind these goals fosters alignment and empowers your team to authentically communicate them externally.

2. Authenticity builds trust

Consumers value transparency. Be genuine about who you are as a brand, and don’t shy away from showing your true self. Trust is crucial in purchasing decisions, and authenticity strengthens brand loyalty.

3. Use a customer-centric approach

Regularly zoom out to ensure that your brand is meeting customers where they are. Simplify communication, avoid jargon, and make your product accessible to all. Focus on delivering a delightful experience, from the first touchpoint to the order confirmation email. Who Gives A Crap, a purpose-driven toilet paper company, does a great job of illustrating their ideas to make them easy to digest.

4. Prioritize accessibility and connectivity

Make your brand easy to connect with and think about how your product or service can be inclusive and accessible to a broader audience. Small steps in the right direction can make a significant impact.

5. Multi-platform strategy

Repurpose content across different platforms to maximize reach. Remember, it’s possible to be fun and responsible at the same time. Ethique, an ethical shampoo and conditioner bar company, does a great job of balancing purpose-focused content with funny content. A great example that you can do both!

If you’re a purpose-driven company that’s looking for a top-notch marketing plan crafted by a company that puts purpose at the front of what they do, that’s us! We’d love to talk to you.

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