Why You Need A Social Purpose In 2020

16-year-old Swedish Climate activist Greta Thunberg speaks at the 2019 United Nations Climate Action Summit at U.N. headquarters in New York City, New York, U.S., September 23, 2019. REUTERS/Carlo Allegri - HP1EF9N1AIFX9
SHARE
THIS



In this guest post, founder of Social Mission, Dora Nikols (pictured below), says brands that have a social purpose aren’t just doing good they’re doing good business, too…

One of the biggest trends driving business today is having a meaningful social purpose. Not only does it offer a strong competitive advantage but it leads to growth and wins the hearts, minds and emotions of your audience. But you must be authentic and you must get it right.

Dora Nikols - Nov 2019

It’s common for companies to support charities or create cause marketing campaigns where they get behind an issue short-term. But how many turn their good into a social purpose where they commit to making one huge positive difference in the world. According to the 2018 Edelman Earned Brand report, two in three people choose, switch, avoid or boycott a brand based on its stance on social issues.

This is why social enterprises are growing so rapidly and have completely changed the business landscape, Australia has approx 20,000. One of the most notable success stories in this space is Thankyou Water. When Danielle Flynn discovered that an alarming 900 million people around the world don’t have access to safe drinking water he used finding the solution as his social purpose.

The social purpose of Thank You Water is a world without poverty they partner with the UNHCR Refugee Agency to fund safe water projects in developing countries. They cared about the water crisis so much they turned it into a business opportunity and a way to grow. Today it has 55 products available in 5,500 outlets and have expanded into bodycare, nappies and baby care 100 per cent of profits fund safe water, food and hygiene and sanitation services around the world.

On the global market TOMS shoes credits its success to its defining social purpose ‘to put shoes on the feet of impoverished children’s feet’. In a market flooded with shoes it stood out because it captures people’s emotions. There will always be a cheaper or a better pair of shoes but none has this unique social purpose. Each time you buy a pair of TOMS a pair is donated to a child in need. Today the brand is worth $625million and has donated 80 million pairs of shoes.

Putting shoes on the feet of impoverished children’s feet became the centre of everything the company did. It was a driving vision of the founder and it became the legacy he wanted to leave behind. The story of TOMS and its social purpose became a sensation constantly fueled by the avalanche of publicity it received and its incredible demand.

It is brands like this that have changed the business landscape and paved a new path of how we do business. Consumers also have an insatiable appetite for brands who genuinely want to make the world a better place.  One of the first companies to have a bold social purpose was Ben & Jerry’s who always campaigned for the environment and social issues it cared about. Today it is owned by the corporate goliath Unilever who has found its social purpose brands which also include Dove have grown 69% faster than all the other brands in its portfolio.

The 2019 Havas Meaningful Brands Global Study which had 350,000 respondents from 31 countries found consumers have a higher intent to purchase brands that make the world a better place. They also outperform the stock market by 134 per cent. While a massive 77 per cent of consumers prefer to buy from companies who share their values.

As more consumers are looking for meaning and purpose in their lives they will want to support the brands that reflect their values. They will want to know what brands stand for, what social issue do they passionately believe in and want to solve. They will also avoid or boycott the brands that simply stay quiet. The Edelman Earned Brand Report found 65 per cent of consumers will not buy a brand because it stayed quiet on an issue it was obliged to address.

When it comes to staying competitive in 2020, brands will need to find their unique social purpose and bring it to life in a meaningful way so they not only stand out but stand for something. But they must get it right. It needs to come from the heart.

Please login with linkedin to comment

Dora Nikols

Latest News

Tinder: Year In Swipe 2021
  • Campaigns

Tinder: Year In Swipe 2021

2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]

GoDaddy Wins Big At Olympic Marketing Awards
  • Media

GoDaddy Wins Big At Olympic Marketing Awards

The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]

How Creatives Can Overcome Innovation Inertia
  • Opinion

How Creatives Can Overcome Innovation Inertia

Zoe Aitken (main photo) is the head of consulting at leading behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In her latest post for B&T, Aitken offers expert tips if 2021 (and you know what) has left your creative juices baked… Fear and […]

Opinion

by B&T Magazine

B&T Magazine
Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
  • Campaigns

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign

Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]

LEGO® Australia Rebuilds The World One Brick At A Time
  • Campaigns

LEGO® Australia Rebuilds The World One Brick At A Time

This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]

Tourism NT and KWP! Win Big At Global Tourism Film Festival
  • Advertising

Tourism NT and KWP! Win Big At Global Tourism Film Festival

Tourism Northern Territory’s film, ‘Seek Different’, created by KWP!, has been named the World’s Best Tourism Film – Region after being awarded the top prize at the 2021 International Committee of Tourism (CIFFT) Film Festivals Circuit held in Valencia, Spain last Friday. The circuit brings together the world’s best tourism film festivals from four continents, […]

QMS Announces Slew Of New Promotions
  • Marketing

QMS Announces Slew Of New Promotions

Who ISN'T getting a promotion at QMS today, is the bigger question? And maybe some self introspection if it wasn't you.

Zenith: Aussie Ad Spends To Rise 5% In 2022
  • Advertising

Zenith: Aussie Ad Spends To Rise 5% In 2022

The very real threat of a paper cut aside, it's all good news in Zenith’s Advertising Expenditure Forecasts report.

by B&T Magazine

B&T Magazine
Converse Opens Creative And Sustainable Workshop in Melbourne
  • Campaigns

Converse Opens Creative And Sustainable Workshop in Melbourne

Converse has teamed up with brand experience agency, Amplify, to launch ‘Renew Labs Fitzroy’, an experimental retail experience that showcases creativity, co-creation, and promotes sustainable shoe consumption and usage. This centre is located in Melbourne’s Fitzroy suburb, and will host intimate creative workshops, in which consumers will be encouraged to customise their ‘Chucks’ with patches, […]

DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]