Long gone are the days when consumers had no expectations of brands beyond their product or service — before purpose became disrupted and redefined, and progress and actions came into sharp focus. As life around the globe becomes more uncertain and many people feel uneasy, unsettled or even unsafe, brands continue to be faced with increased pressure to demonstrate they care — this time, not only at the collective but at the personal level.
Purpose is part of our DNA at Havas Red, and this is our fourth year studying it more closely. Always searching for new ideas and fresh perspectives that help propel the conversation forward, we are actively and continually listening — to our clients, our thought leaders and our industry. In our new white paper, we once again dig deeper into how brands are (or should be) responding to increased pressure to demonstrate their purpose, this time from wider, save-the-world causes to more personal, day-to-day matters.
Across industries, we found five ways to make purpose personal:
1. USE YOUR (BRAND) POWER FOR GOOD.
It’s a tall order: Be a good employer, contribute to the community, support the most vulnerable and act sustainably to meet the economic, social and environmental challenges of today. People are taking a stand on a wide variety of issues they care about and expect the brands they support to do the same.
2. WELCOME EVERYONE AS THEY ARE.
The business case for DE&I is stronger than ever for brands to remain relevant, viable and competitive. After all, feeling included, respected and appreciated regardless of any real or perceived differences builds engagement and loyalty among customers, employees and business partners alike.
3. WEAR YOUR PURPOSE ON YOUR SLEEVE.
Brands need a purpose platform that is personal to them and their stakeholders. From purpose-driven consumers to values-driven employees and performance-driven investors, being transparent keeps all stakeholders informed to foster dialogue, enable engagement and drive real change.
4. SUPPORT EVERYONE WHERE THEY NEED IT.
To do more to improve individual health and well-being, brands must seek to make our lives simpler, easier and yet fuller — by helping us express ourselves as individuals, making us feel energized and alive, giving us a sense of peace and joy, inspiring us to make healthier choices and/or helping us save time and money.
5. MAKE IT PERSONAL — FOR EVERYONE.
Brands must seek to become a platform that enables everyone to live more purposefully. In our post-pandemic world, consumers want to lead the change and be the change they want to see in the world, and they expect brands to become advisers, gurus and facilitators to help them shine.
Our thinking has been guided by Havas Group’s proprietary and data-driven Meaningful Brands™ report, which looks at how brands tangibly improve peoples’ lives, enhance their personal well-being and contribute to wider society.