{"id":3049,"date":"2022-06-20T01:20:59","date_gmt":"2022-06-20T05:20:59","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/06\/20\/the-death-of-purpose-how-bandwagoning-is-throttling-important-progress\/"},"modified":"2022-06-20T01:20:59","modified_gmt":"2022-06-20T05:20:59","slug":"the-death-of-purpose-how-bandwagoning-is-throttling-important-progress","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-death-of-purpose-how-bandwagoning-is-throttling-important-progress\/3049\/","title":{"rendered":"The Death of Purpose: How Bandwagoning Is Throttling Important Progress"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Greg Ricciardi, President, CEO and Founder of <a href=\"https:\/\/www.20nine.com\/\" aria-label=\"20 nine click to go to site\">20nine<\/a>\u00a0<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If we, as marketers, are proficient at anything, it\u2019s beating a wonderful concept to death. Whether it\u2019s a popular meme or graphic design style, we are adept at grabbing hold of the latest trend, bending it to suit the whims of our brands and subsequently wringing every last ounce of utility and creativity out of said concept.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, when we all hop on board the latest TikTok fad, the consequences are minimal. The problem comes in when we take truly necessary, truly transformative movements and pile on top of them until they\u2019ve lost all meaning. That\u2019s precisely what\u2019s happening today with purpose-driven marketing and unfortunately, this bandwagon effect threatens to stall some tremendous progress being made by some tremendous brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not all brands should be marketing themselves around a higher purpose. By fabricating a higher purpose where one does not truly exist (i.e., \u201cpurpose-washing\u201d a brand), executives are diluting the messages and credibility of the brands that are truly improving our world. That\u2019s a problem. To understand why, let\u2019s first talk about the different types of purpose in business\u2014and why they don\u2019t apply to every brand.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The 3 Types of Purpose in Business<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Before going too far into purpose-gone-wrong in marketing, let\u2019s talk about where purpose belongs. In essence, there are three vital and positive manifestations of purpose ascending in the business world today:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>The Social Enterprise<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It is possible for purpose to be the sole mission of a company or consumer product. When this is the case, we refer to these unique organizations as social enterprises. Simply put, they exist to solve a problem or meet a need in society and their purpose informs the brand\u2019s vision, mission, story, visual identity, decision making and pretty much everything else.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take <a href=\"https:\/\/thankyou.co\/\" aria-label=\"thankyou click to go to site\">Thankyou<\/a>, for example. Thankyou is a social enterprise that offers a line of products, all with the goal of helping to end extreme poverty by committing 100 percent of their profit to helping people in need. And then there are companies like <a href=\"https:\/\/auticon.com\/\" aria-label=\"auticon click to go to site\">Auticon<\/a>, a quality assurance company for IT products that only hires people with autistic spectrum disorder. The company, whose interview process and work environment have been designed to eliminate certain social interactions or stimuli that can be uncomfortable to people with autism, is a great representation of how people with different capabilities can provide great value to the workforce.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Purpose-Driven Companies <\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Separate from social enterprises, purpose-driven companies and brands are those that have crafted their purpose to make a positive impact on the world and society. Their purpose is clearly defined and the values and behaviors of the brands are present in the culture of their people and the products or services that they produce.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the most notable examples of a purpose-driven company is <a href=\"https:\/\/www.patagonia.com\/\" aria-label=\"patagonia click to go to site\">Patagonia<\/a>, whose mission says it all: \u201cWe\u2019re in business to save our home planet.\u201d But not all purpose exists at the global level. Consider Philadelphia\u2019s <a href=\"https:\/\/www.downnorthpizza.com\/about\" aria-label=\"down north pizza click to go to site\">Down North Pizza<\/a>, a mission-led for-profit restaurant built to \u201cexclusively employ formerly incarcerated individuals while providing culinary career opportunities at a fair wage and equitable workplace.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Purpose-Led Companies<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That brings us to purpose-led companies. As opposed to implementing purpose so that it influences business and social outcomes, purpose-led companies embed purpose into their businesses in a way that influences their innovation, operations and engagement with society.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the B2B world, we see this embodied in companies like Accenture and Deloitte, both of which have built a culture that trains their consultants on critical skills like empathy, storytelling and leadership so that they can impact their clients and, in turn, their clients can impact the world. On the B2C side, we find purpose-led brands like <a href=\"https:\/\/www.lego.com\/en-us\/aboutus\" aria-label=\"lego click to go to about us at lego site\">Lego<\/a>, which has focused its core values and mission on making sustainable products and running environmentally responsible operations, with a higher purpose \u201cto inspire and develop the builders of tomorrow.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The beauty of today\u2019s increasingly socially conscious marketplace is that we\u2019re seeing a growing roster of social enterprises and purpose-driven and -led companies emerge on the scene and the impact they\u2019re making is very real. However, their voices and missions are in danger of being drowned out by brands whose only real purpose is to jump on the \u201cgreater good\u201d bandwagon.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Purpose-Washing Needs to Stop<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Let me be clear: Purpose is a beautiful thing and I truly believe that today\u2019s social enterprises and purpose-driven and -led companies are necessary and effective forces for change in our world. But not every company serves a higher purpose and those that don\u2019t fall into one of the above categories need to stop marketing themselves as though they do.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For some brands, the purpose-washing is surface level\u2014tweeting or posting support for the popular cause <em>du jour<\/em> without truly aligning a company\u2019s values to that cause. For other companies, particularly those that operate in vice or \u201cnecessary evil\u201d categories, the purpose-washing runs deeper.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Bear in mind: Just because a company is doing something good doesn\u2019t mean consuming its product is good. When alcohol brands roll out campaigns around moderation or opioid manufacturers donate proceeds to rehabilitation programs, they\u2019re not serving a greater purpose. They\u2019re offsetting their own damage. The same goes for oil companies that promote their efforts to reduce emissions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This isn\u2019t to say that all companies shouldn\u2019t make the best choices possible for society. And it\u2019s also not to say that these companies don\u2019t produce good products or that they\u2019re inherently evil. People like to drink alcohol and gamble. Doctors prescribe opioids for pain. People drive gas-powered cars. The companies that operate in these industries are fulfilling a demand and it\u2019s wonderful when they choose to offset the dangers of their products or reduce their impact on the environment in some way. The problem comes in when these brands throw all their media budget behind campaigns that try to convince consumers that they\u2019re driven by a greater purpose, versus simply making ethical decisions when they can.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In other words, no one should be comparing beer brands to the likes of Patagonia\u2014but there\u2019s plenty of \u201cpurpose-driven\u201d commentary swirling around that does just that. We\u2019re nearing a point where \u201cpurpose\u201d is going to be shelved in consumer minds along with so many overdone marketing tactics\u2014but purpose is too important for us to let that happen.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers have some of the most important jobs in the world. We influence people every day. We influence them when it comes to what to eat, what to drink, what to wear, where to go, who to vote for, what to share and\u2014yes\u2014what to think. We have a responsibility to wield this power with discretion.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To this end, we need to stop claiming brands serve a higher purpose when no such purpose exists. If we truly want to make the world a better place through marketing, sometimes the best thing a brand can do is stand to the side and allow the companies that are truly changing the world to have the spotlight they deserve.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If we truly want to make the world a better place through marketing, sometimes the best thing a brand can do is stand to the side and allow the companies that are truly changing the world to have the spotlight they deserve.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":3050,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized 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