The purpose-driven brands: why is it the future?

The inhabitants of planet earth have open the eyes to the issues we are facing. It is evident that brands cannot continue behaving how we have done until now. The majority of the consumers today are the people who will have to live in a challenging environment. For this reason, purpose-driven brands are on the rise and the ones that aren’t will be left behind. 

1. People pay more for sustainability

The Attenborough effect or Greta Thunberg have made a swift to the way we see the world and the way we consume. Seeing that turtle strung into plastic rubbish has made us re-think the way we use this toxic material. Something that once was the best invention after the wheelbarrow now is the worst thing has ever happened to the earth. 

Consumers we are now prepared to pay extra for the non-plastic option, and we look for Zero-kilometer food. Two third of us say that we are committed to paying more for sustainable brands.

2. Customer has changed

As stated above, the customer is prepared to pay more for sustainable brands, but more than that, brands that don’t embrace sustainability, are losing the market pretty fast. One crucial fact on your brand strategy is that you must not do what’s called Greenwash: pretending to have a purpose and not living it. Authenticity is essential for a purpose-led brand.

3. Loyalty

People with values tend to be loyal to those values. In branding, means that if you earn the trust and make your customer fall in love with you, you will build a long-term relationship. And with that loyalty comes the best part, passioned people will recommend your brand, translating to free advertising on Instagram and word of mouth. 

4. The positive impact on the planet

Ok, I accept that this one sounds utopic. But optimists believe in change. What your brand will do, having a purpose is the direct positive impact, whichever is your mission and the indirect positive impact. The indirect positive impact is that you will change the way your customers sees the problem you are trying to solve. And that spreads. 

A brand strategy is not a new thing. Businesses have always had an approach, the swift that we see is that the lines between branding, business and marketing are very blurred, because we have evolved. Sales are no longer hard; businesses don’t sell as such but get customers that buy. The difference is that power is on the customer side.