What the next generation of purpose-driven brands needs to know: from awareness to accountability

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In this week’s blog, I’m looking at how purpose-driven, mission-driven brands are now having to demonstrate authenticity more than ever before. It won’t be enough to simply talk the talk. It will be more a case of walking the walk.

Mission statements are all very well (and yes, I know I’ve talked more than once about the importance of having a missions/value statement). It’s going to be more important than ever to actively show what you are doing and that you’re not simply just saying what people want to hear.

A shift in perspective and attitude - what are purpose-driven brands doing to prove authenticity?

The next generation will want to see proof that purpose-driven brands are saying and doing exactly what they say on their websites. And this is because we’re seeing widespread dissatisfaction with governments, social media, and technology, and increasing fear over the rise of AI and what it could do to the environment, with planned data centres across the UK alone, and the US.

As well as this, a vast majority of people are struggling with the cost of living crisis, economic uncertainty and a constant change of leadership, with the UK having had 7 prime ministers so far in the past 10 years. Leaders are ineffective at demonstrating their commitment to making environmental changes, and this summer has seen wildfires sweep across the UK and even in North Wales, where I live, which is the first time it’s come this close to my home. 

With this landscape of mistrust and disappointment, people are now more sceptical than ever before, which is understandable. But for those who are creating purpose-driven brands, the public wants to know that they’re everything they say they are. 

More than just a purpose, but a reason to exist….

Are you managing your company in the way that you promise in your mission statement? It’s all about the doing as much as it is about the saying. Mission statements are important, but brands will need to convey to the public that they are doing exactly what they say they’re going to do and provide proof. What you need to ask yourself as CEO of a purpose-driven brand is “do your actions and decisions support your purpose?”

What do you say no to to stay true to your mission? If your website fell apart tomorrow for whatever reason, and you were unable to use it, would your customer testimonials and reviews alone tell the public exactly what you stand for? If you’re a brand whose decisions reflect what you do, then you need to make sure your buyers and followers are aware of this. 

You can use your website as a platform to demonstrate to your readers what you’re saying no to and also what you’re saying yes to and why. You don’t have to be the one with the best-written mission statement, because no matter how impressive it is, if it doesn’t reflect your actions, you’re in trouble. If, on the other hand, your decisions reflect your purpose consistently, then that is a great way to prove to your buyers that you’re doing everything possible to meet your obligations and values. 

A purpose needs to be doing rather than just saying. And yes, taglines are impactful, and I say that as a copywriter, but will buyers, readers, and investors remember them for that? No. What they’ll remember is how they experienced this brand’s mission through customer service, complaints handling, communication, and how they onboard customers. 

How do they treat the people they employ? 

Do they have a good reputation?

When there’s no marketing or PR people around, how do your values and your purpose show up?

Don’t aim for perfection. If you appear too flawless, consumers will be suspicious, as we all are increasingly these days. Aim for clarity and consistency when communicating, admit mistakes when they happen, share progress and lack of it and the reasons, and be open and transparent about what’s going on. Consistency is always going to be better than perfection.

In my last blog, I talked about businesses that I loved and who showed how they demonstrate their own purpose all the time. Patagonia with their environmental commitments, showing how they go about doing this and how they hold themselves accountable, and Tony’s Chocolonely addressing inequality in the cocoa supply chain. 

A purpose-driven brand can make a difference by being both consistent and transparent

As we've seen today, the landscape isn't an easy one to traverse, full of mistrust, disappointment and cynicism, and you can hardly blame people for feeling this way. But it is possible to make a difference and engage the support of your readers and consumers by being consistent rather than perfect, transparent rather than clandestine in your dealings with shareholders, investors and your workers, and through being honest about your progress and plans.

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How are things going over there? Are you okay? If you're struggling with copy and/or content for your purpose-driven business or nonprofit, I'm here to help. With over 13 years of experience, I can help with a variety of deliverables. Get in touch today for a no-obligation call, and we can have a friendly chat about how I can help you. You can email me here: gillianjonescopywriting@gmail.com. You can also see my packages and services here. They are a guide, but if you're looking for something different, let me know what you're thinking!