Let’s be honest – “doing good” isn’t reserved for charities anymore; consumers and even society expect brands of all shapes and sizes, for profit and otherwise, to stand for something. And that something has to be real, raw and authentic.
Purpose-driven marketing is not about preaching or PR spin; it’s about amplifying the positive change you’re genuinely making. And when you do it right, it builds trust, loyalty, and can even create demand. PWC’s 2024 Voice of the Consumer Survey found that conscious consumers are willing to pay a 9.7% premium for sustainably produced or sourced goods. Even more compelling is that 68% of consumers reported they would stop buying from a brand because of poor or misleading CSR. People can spot tokenism a mile off, so if you’re looking to do some good, make sure it aligns with your values, that you take meaningful action, and you market it honestly.
Let’s start with actions…
Here’s how to make sure your marketing truly reflects your values in a real and resonant way:
- Find the overlap between your brand values and community needs. What causes make sense for your industry, audience, and culture? What do your customers and employees care about; what’s affecting them that you could make a tangible difference to, through your business. Work that out, and you’re starting from a meaningful and resonant place
- Be human. Share progress, wins, and learnings – even the imperfect ones. When it comes to values, people want to understand the stories and people behind them, so give them exactly that with authentic content that puts people in front of the camera
- Get your team involved. Purpose is contagious when everyone plays a part. Bringing everyone together behind one cause is a great way to unify, make people feel good, and connect your people with local causes that matter to your community. Maybe it’s getting them to volunteer during working hours, deliver skills sessions in schools, or share their expertise with good causes
- Measure success. To authentically communicate the impact you’re having, you have to have measurable goals and actions that you can shout about. Treat it like you would any other business activity, and keep it quantifiable with metrics
Defining good – CSR, social impact, sustainability, & social value
Time to decode the jargon – what does it all mean, and which will your business choose to focus on?
Corporate Social Responsibility (CSR)
A catch-all term that refers to how a business takes responsibility for its wider impact on society and the environment.
Social impact
The tangible change your actions create and the impact they have on people and planet.
Social value
The measurable benefits that result from the impact of your activity.
Sustainability
Your business’s ability to use resources carefully, responsibly, and in a manner that won’t harm or deplete the environment and planet.
It’s a good idea to measure your business against all four, to understand what you’re already doing before you go on to decide what more you can do, to do better for people and the planet.
Why does purpose-driven marketing matter?
A good way to think about purpose-driven marketing is to connect your business with the difference you want to make in the world. It’s marketing that’s rooted in values, not vanity. And it’s good for business too; here’s why:
- Authenticity sells. In an age of greenwashing scandals and performative CSR, consumers are more discerning than ever, and they recognise genuine commitment from brands
- Trust is currency. Customers are more loyal to brands that act with integrity, transparency, and who’s value align with theirs
- Expectations are rising. According to the 2024 Edelman Trust Barometer Special Report: Brands & Politics, 84% of consumers say they prefer to buy from brands who’s values align with their own
- This is only going in one direction. Younger demographics like Gen Z prioritise values even more – so as they gain more purchasing power over the coming years, this will be even more important
If you’re wanting to delve into this in more detail, it was the focus of the recent CIM Scotland conference – you can read through the key takeaways from the day’s sessions, here.
Our living example: “Flourishing for Good”
What better way to show how businesses can make a difference, than with our very own example. Earlier this year, we launched Flourishing for Good, an offer of free marketing support to a local charity or not-for-profit. Understanding that the challenging economy means that many charities don’t have funds to focus into marketing, we wanted to donate our time and expertise to help them tell their story.
Our first partner was Revive MS, a Glasgow-based charity supporting people living with multiple sclerosis.
Charities like Revive have amazing stories to tell but not always the time or resources to share them. Liam Stevenson, Digital Marketing Account Manager at Flourish gave us a little insight into the project:
“We’ve loved working with the Revive MS team to provide hands-on marketing support. By delivering technical support and using our expertise to build out a campaign plan, we’re helping them raise their profile and reach even more people. This one felt particularly special to me, as my mum lives with MS — it’s about making a real difference and delivering impact that lasts long after the project ends”.
When businesses use their marketing power for good, they spark a ripple effect: strengthening local economies, building trust, and proving to people and places that they care more about turning a profit. Because in the end, doing good is good for business.
