For some time now, consumers have been prioritising sustainability and they want brands to help them make these sustainable choices more manageable. They also expect companies to have an impact on society and align promises with actions. In response, we’re seeing brands shift from purely looking at minimising their own environmental impact to focusing on a greater purpose. They are taking a more active role to highlight important causes and inspire action.
For example, cat food brand Sheba, is on a mission to save the world’s fish — and they used an innovative campaign to do so. The team launched the world’s largest programme to restore coral reefs by making videos about the work they’re doing and using advertising revenue from YouTube to help fund the campaign.
For other brands, their purpose is their raison d'être. French company Back Market tapped into the mantra of “reuse, reduce, recycle” as a response to the amount of e-waste in society. They created a circular economy with their online marketplace for refurbished tech devices to reduce the sector’s environmental footprint. Using content, they cleverly convey this purpose.
Another example closer to home is Airtel Touching Lives an inspiring corporate social responsibility initiative that seeks to offer practical relief, hope and opportunities to liberate and empower the underprivileged, disadvantaged and hard-to-reach persons in society.
However, avoid “purpose-washing” when aligning advertising with a purpose. A commitment to causes must be authentic, long-term, and supported by actions beyond words. In the case of Airtel they have shown their commitment to their purpose with the 7th Season of the Touching Lives currently on air.
If you want to chat to us about how you can showcase your purpose, drop us a mail: social@launchfactory.co.za. We would be glad to show you our success tories & have a coffee, as we are passionate about purpose!