In a nutshell, it really depends on whether there is a purpose that is relevant to your particular company or brand.

 

Before taking a values-led approach, every marketer must ask themselves:

  • Is there a purpose or cause that’s genuinely true to my brand?
  • Is this authentic, or is it all for the image?
  • Will our purpose resonate with our target consumer on an emotional level?
  • Is our purpose convincing, or will it be a tough sell?

If you’re struggling to identify a purpose that’s relevant, authentic, resonant and easy to identify with, your efforts and investment might work harder elsewhere – your brand will have plenty of other stories to tell.

But if purpose feels like a natural fit, it could be the key to generating real, long-term trust and loyalty amongst consumers.

 

What is a purpose-driven brand or campaign?

To be clear, purpose-driven campaigns are based on a brand’s commitment to a specific cause or purpose beyond profit.

This is the biggest tension point of any values-driven project – it’s not necessarily about generating sales or creating brand fame – at least, not in the short term. Instead, a purpose-driven brand or campaign is about fostering a deeper connection with stakeholders and doing genuine good, which will hopefully also shift sentiment toward the company or brand.

However, it’s essential to start with genuine, non-self-serving intentions to have a fighting chance of your purpose-driven campaign succeeding.

 

Is purpose-driven the right approach for your brand?

Purpose is far from one-size-fits-all. There have been some well-publicised value-led failures in recent times (mayonnaise being tipped to save the planet being one), suggesting that purpose-led isn’t always the route to success.

Common pitfalls of poorly executed purpose-led campaigns include motivations of fame and fortune, expecting consumers will flock to your brand overnight, and anticipating instant returns on investment.

That being said, when purpose is done right and done by the right brand, it pays off. I’ve worked with some wonderful businesses over the years that have found long-term success by staying true to a purpose. From PizzaExpress donating circa £2m to the Venice in Peril Fund (a particular cause close to founder Peter Boizot’s heart) to Green & Black’s incredible organic quest, there are plenty of proof points for purpose-driven PR.

 

Deciding whether to focus on purpose doesn’t necessarily have to be a daunting task. There are four clear steps you can take to assess whether a purpose-driven campaign is right for you.

 

1.     Champion authenticity – This word is bandied around a lot, but is essential in any purpose-led work. Is your brand’s association with a particular cause genuine, meaningful and – to reference Ted Lasso – something to ‘believe’ in?

 

2.     Commit for the long term – Make no mistake, purpose-driven PR is not a one-off activation. Long-term commitment is all part of ensuring your activity is authentic. That makes it vital to choose a cause or belief that your brand can align itself to for years to come.

 

3.     Protect your relevance – Is the purpose you have chosen to champion relevant to your brand and its audience? Your cause should naturally fit with what your brand already stands for and what your audience already cares about, otherwise, it could damage your relevance. To know this, you must know your audience. This is where insights can guide you.

 

4.     Remain consistent – Consistency reinforces your brand’s dedication to its chosen cause and helps maintain audience trust. Commitment to your chosen purpose must be present throughout your organisation, at all touchpoints and pillars. This not only ensures consistent messaging, but consistent behaviours to back up your claims, and ensure your authenticity.

 

The future of purpose-driven PR

In truth, purpose-driven PR is now defunct. Instead, we live in a world of purpose-driven communications, where the dominance of multi-channel strategy makes it essential that your values be present across your entire marketing and digital ecosystem.

The pursuit of purpose-driven comms is a strategic choice that is not guaranteed to work for every brand. Success lies not in merely adopting a cause but in selecting one that aligns organically with your brand’s DNA and resonates authentically with your audience.

When done well, purpose-driven campaigns build trust and foster meaningful connections that extend beyond traditional metrics, creating lasting value for both brands and their communities.

 

Purpose is only powerful if it’s genuinely felt, lived, and shared in every brand interaction.

 

If you’d like to find out more about how we use it, then we’re always happy to chat. Get in touch by emailing: nick@gold79.co.uk