Brant Wansley
Here’s a pleasant surprise. Our new reality is taking us farther in the direction we were already headed. Many brands already were trending toward a new purpose: contributing to the greater good. That’s much more meaningful right now as we focus on helping one another through this
There’s a Deloitte study on 2020 marketing trends that’s more relevant now than ever: “Businesses are using purpose to create deeper connections with consumers, do more for the communities with which they work, attract and retain talent, and in the process, are achieving greater results and impact.”
We’ve been helping brands embrace a more purpose-driven approach for several years. In fact, we recently codified our company's purpose: Enrich people's lives. So while we’re living in a newly distanced world, we’ve put together some ideas to start on now. We feel they’re especially practical when human capital and digital transformation are top of mind.
· Put Humanity First. Brands that lead with purpose occupy a meaningful place in the hearts and minds of the people they touch. They connect with their audiences through timeless human emotions expressed in exciting, authentic ways. Click to see Engine’s CEP Embrace the Pressure campaign.
· Show you care- in concrete ways. Consumers select companies based on how they are supporting their communities. Our work for The Produce Box positioned the company at its best, as an alliance, with local farmers and members “growing together” to promote healthier living, while also providing nutritious meals to underprivileged kids.
· Tell a much bigger story. Procter & Gamble’s push to act as “a force for good and a force for growth,” for example, is rooted in stories about issues close to its purpose and what its customers value. Check out P&G’s Like a Girl campaign for its Always brand, a relevant story in P&G’s long-running support of female empowerment.
· As you strive to care for your work families, anchor your customers’ loyalty, and uncover opportunities despite all, things become easier when the greater good centers your endeavors. There are a thousand ways to express it—and that’s our expertise. Now more than ever—to quote a line from an Engine campaign—it’s time for us all to “rise together with purpose for good.”