Before we begin, what is purpose defined as? The reason why something is done or used. The aim or intention of something. The feeling of being determined to achieve something.
For all of history, humans have been driven by purpose
For all of history, humans have been driven by a sense of purpose. Whether be that to survive, to respond or to act it has always been an echo of our decision making. Consciously and unconsciously, we seek this in our lives. Modern psychologists and researchers of human behavior agree. Today’s consumers seek purpose in their purchasing decisions. Whether that be healthy choices at the grocery store or which music they would like to listen to consumers are influenced by purpose.
According to research by Cone Communications and Edelman, consumers living in the United States are more likely to trust brands that show it’s direct impact on society. Upwards of eighty percent of consumers are likely to purchase from a company that can quantifiably show how it makes a difference in people’s lives.
Let’s take a look at some data published by Edelman’s “Good Purpose Study”:
-47% of consumers buy brands that support a good cause monthly, 47% increase in two years.
– 72% of consumers would recommend a brand that supports a good cause over one that doesn’t, a 39% increase since 2008.
-71% of consumers would help a brand promote its products or services if there is a good cause behind them, representing growth of 34% since 2008.
-73% of consumers would switch brands if a different brand of similar quality supported a good cause which is a 9 percent increase since 2009.
Integrating corporate social responsibility into your brand objective
These data trends show us that consumers are influenced by brands that do good. So what it is that your brand does? What is one of the core philosophies of your brand? Can it translate into doing good for society? How can you get to that point? Where should I start?
Many leading psychologists agree that it all begins with Maslow’s Hierarchy of needs. Customers of all ages and backgrounds are looking to define their purpose and place in the world. They’re looking to form relationships with brands that are interested and doing the same thing eliminating the gap between constituents desire to reach self-actualization or the state of reaching a higher purpose for greater good.
The five primary drivers of human behavior according to psychologist Jon Haidt of the University of Virginia and author of Happiness Hypothesis are centered around our innate need to nurture others.
Create an emotional connection with your customers
When you make your corporate social responsibility actionable by engaging with other people in your cause you can build passion and loyalty that help to further define just what your brand is.
The passion behind the purpose to make a difference is essential to your culture, your drive and your happiness at all levels. If your team spends time and personal energy on implementing your purpose and causes and those of your customers, you are far more likely to secure long-term business loyalty and profitability.
If you have questions about experiential marketing contact BeCore today!