The need for Social Purpose
There’s starting to be a lot of controversy around ‘woke’ companies pushing an agenda.
While this may be a valid opinion, it’s a simple one.
Victor Frankl chronicled his experiences as a prisoner in a Nazi concentration camp in his book ‘Mans Search for Meaning’, wondering why some prisoners survived and others didn’t in an atmosphere of tragedy and hopelessness.
The profound human truth within the book is that having a sense of meaning is essential for surviving and thriving.
People need meaning.
And brands need a purpose for people to work for them and in some cases, to buy from them.
In an increasingly interconnected world, transparency is the new gold standard.
The line between social and corporate purpose is blurring.
Today, 87% of customers say they will purchase from companies that support issues they care about.
94% of those entering the workforce say that they want to use their talents to benefit a cause.
But brands shouldn’t just stand for something as its current or part of an agenda. It should be because they care.
Social purpose shouldn't just be for a brand's PR, it should be to make the world a better place.
There are immense problems facing us, with all the recent news of climate change being just one example of this.
Brands have their part to play and can make a difference.
In an ideal world, social purpose is integrated into the business model.
With the societal benefit so deeply intertwined with the product or service, the brand wouldn’t survive without it.
At the very least, companies who try any form of 'woke advertising', should first see if they can actually make a difference and how.
Great companies don’t just grow, they have a purpose.
A purpose that defines their values and principles. A purpose that people are proud to be associated with.
A purpose that leads to progress.
Businesses have the ability to not only make profits but to make the world a better place.
We have an opportunity to use businesses as a force for good, but it starts with us.
