The benefits of purpose-driven marketing are wide-ranging. From attracting your ideal audience to driving your mission and purpose, there are many compelling reasons for a brand to shift into a purpose-driven marketing strategy.

Of course, purpose-driven marketing isn’t something you can just try out to make a quick buck. You need to be in it for the right reasons. That means having or creating a truly purpose-driven brand– one that is fueled by a greater purpose than simply profit.

Before we dive into the benefits of purpose-driven marketing, let’s take a moment to explore what is purpose-driven marketing.

What is Purpose-Driven Marketing?

The era of purpose-driven business is relatively new and fast evolving, so terms and definitions will differ depending on where you look.

Here at Wholeheart, we define purpose-driven marketing as an approach to marketing that puts a brand’s purpose – it’s mission, vision, and “why”– at the forefront of its communication efforts.

Examples of purpose-driven marketing include:

Having crystal clear messaging around mission and purpose
Emphasizing mission and purpose in all marketing materials
Running a donation campaign that donates a percentage of revenue or profit
Dedicating a content pillar to advocacy and relevant topics
Teaming up with a non-profit organization for a joint collaboration
Providing pro-bono goods or services to a group in need

These are just a few examples of purpose-driven marketing in action.

Benefits of Purpose-Driven Marketing

Now that we know what purpose-driven marketing looks like, let’s consider some its benefits.

A warning: These benefits only apply to brands that are truly purpose-driven. If a brand were to fake it, they might get some of these benefits initially… but consumers are smart, and it’s only a matter of time before that brand would be caught and publicly lapooned (as they should be).

77% of consumers are motivated to purchase from companies committed to making the world a better place
Aflac

Attract conscious consumers

The most obvious benefit of purpose-driven marketing is that it helps brands attract conscientious consumers.

Increasingly, consumers want to support brands with shared values. They want to see brands driving positive change, giving back to communities, being environmentally responsible, and treating their workers right.

Purpose-driven marketing allows brands to demonstrate their values and bring light to their social impact efforts. When consumers encounter a brand that gives back, they are more likely to feel drawn to that brand and have a positive, emotional connection.

Consumers are increasingly looking to support socially and environmentally conscious brands.

Stand out from competitors

Another obvious benefit of purpose-driven marketing is that it helps brands stand out from the pack. Consumers today have infinite options for just about everything. Brands that effectively highlight their purpose are more likely to get that customer’s attention– and business.

This applies to all levels of the sales funnel– from awareness and consideration to the purchasing decision. Imagine a potential customer sees an ad for a body soap that supports hygiene in developing countries. They check out the brand’s profile and, liking what they see, decide to follow.

Over time, they continue to see moving, thought-provoking content from this brand. The next time they need to buy body soap, that brand is front-of-mind. They feel good about making that purchase.

Now imagine that scenario with a regular ole body soap ad. Some model is probably sudsing up in the shower. That doesn’t create quite the emotional stir, does it?

Almost 80% of retailers believe their sustainability efforts pay off in increased customer loyalty
Cleanlink

Create loyal brand advocates

Loyal brand advocates offer a one-two punch. They are more loyal to that brand, repeatedly choosing it over competitors. This increases the average customer lifetime value, compared to a brand that consumers may only use once or occasionally.

They also actively advocate for that brand, which can look like:

Telling friends and family
Sharing the brand’s social media content
Posting images and video of them using the brand
Providing reviews and testimonials
Writing about it on their blog or website

What would inspire a consumer to go so out of their way? A shared purpose. If the consumer feels that the brand shares their values and supports causes they care about, they are going to want that brand to win– and they’ll want to be part of its success story.

Creating loyal brand advocates is doubtlessly one of the most powerful benefits of purpose-driven marketing.

Help drive mission and purpose

The benefits of purpose-driven marketing are not only from a sales or marketing lens. Done effectively, it can actually help a brand drive its mission and purpose.

A brand with a strong mission and purpose can bring attention to important issues.

When a brand has a strong mission and purpose, it is helping bring attention to important issues. Done effectively, it is spreading awareness of the issues and hand, and providing education around those issues and how people can help.

Purpose-driven marketing also helps brands grow and achieve real and measurable business objectives. Since purpose-driven brands are, by definition, driven by a purpose greater than simply making money, this means the brand’s success will radiate outward.

Whether the brand is able to donate more money, help people at a greater scale, bring press to a cause or issue, or get other companies and organizations involved, a purpose-driven brand’s success is truly a success for everyone.

Purpose-driven marketing helps brands spread awareness and educate people on important issues.

Educate and spread awareness

Education and advocacy are often the cornerstone of purpose-driven marketing. With modern marketing requiring so much content creation, it’s the perfect opportunity to educate and spread awareness of important issues.

The easiest way to do this is through content pillars. If you didn’t know, a content pillar is like a category that a brand routinely creates content around. Typically, a brand will have 4-5 content pillars and rotate between them, usually daily.

A purpose-driven brand might dedicate one content pillar to their purpose. It might put out:

1-2 social media feed posts / week
1 email / month
1 blog post / month
1 paid campaign / quarter

…all related to the brand’s mission and purpose.

Often, the content is educational, but it can also be used to drive advocacy, shine a spotlight on a particular person or program, or highlight the brand’s mission, values, and impact.

In fact, education and awareness are often some of the most immediate benefits of purpose-driven marketing.

Feel good about the content you’re putting into the world

No one wants to feel like part of the problem. Marketing content can be meaningful, but it can also be chintzy, self-serving, and unscrupulous. Most often, it’s just plain unnoticed and ineffective.

Rather than add to the deluge of forgettable content that scrolls across our screens every day, why not put that time and effort into making something great. Purpose-driven marketing helps brands think outside the box and beyond themselves to create things worth consuming– and that feel good to create.

Did any of these benefits of purpose-driven marketing surprise you?

Being a purpose-driven brand doesn’t guarantee success, and neither does purpose-driven marketing. But there is no question that being purpose-driven comes with many benefits– both for the brand and for the world.

If you want to experience the benefits of purpose-driven marketing, browse our purpose-driven marketing services and schedule a free strategy session with our team.