We have been talking about the importance of the “brand purpose” for a few years now. Sometimes, thinking that it is very good to define it, because it will help us to be better. Having a purpose, an objective that goes beyond doing business, allows us to connect with our audience in a more powerful way. We are not only committed to improving their lives with our products or services, but we also aspire to contribute to the community and our environment.
However, other brands seem to suffer from the rush of purpose. Their ambition is not to contribute to making what surrounds us or the world better, but rather they suffer from the syndrome of “if others are doing it, me too”.
They limit themselves to putting a large chart on their “corporate home” with the CSR actions in which they are collaborating, whether or not they have to do with the activity they carry out. A little brand purpose posturing, wow!.
Not taking the issue of brand purpose seriously, the customer notices it and ends up losing confidence in these brands, which are more committed to show-off than to do good.
Especially in these times of pandemic that we have to live in, in which many small companies have focused on ethical and sustainable behaviors and have shown the large ones that you can no longer live by speech alone. You have to believe in the common good and demonstrate it with example and data.
Yes, this is measurable. You go to www.didtheyhelp.com and you can see how well (or badly) a brand has behaved with respect to COVID-19, Black Lives Matter or LGTBQ + rights.
Will the ethical metrics move the world of the future?