{"id":6080,"date":"2023-12-27T01:42:33","date_gmt":"2023-12-27T06:42:33","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/12\/27\/the-false-binary-of-purpose-vs-profit-is-setting-us-back\/"},"modified":"2024-01-04T13:48:11","modified_gmt":"2024-01-04T18:48:11","slug":"the-false-binary-of-purpose-vs-profit-is-setting-us-back","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-false-binary-of-purpose-vs-profit-is-setting-us-back\/6080\/","title":{"rendered":"The False Binary of Purpose vs. Profit Is Setting Us Back"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Dr. Anastasia K\u0101rkli\u0146a Gabriel<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Conscious marketing is facing renewed scrutiny as marketers face growing pressures and uncertainties in the next year. With tensions in culture rising, \u201cpurpose\u201d is again being questioned as an unwelcome hindrance to profit-making. Forrester\u2019s team of B2C marketing analysts now <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/11\/13\/practicality-may-trump-purpose-in-2024-marketing-report-says\">predicts<\/a> that next year, \u201cpracticality\u201d is set to take over purpose altogether, with CMOs focusing on profitable growth while sidelining purpose-driven decisions. The report even predicts that as many as 9 out of 10 mainstream brands \u201cwill go quiet\u201d on social issues in the upcoming year.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The shift in attitude toward social responsibility is palpable. Skeptics have been quick to use the \u201cpurpose\u201d and \u201cprofit\u201d binary to frame conscious marketing as a kind of \u2018intruder\u2019 in the business world\u2014a guest that has now, it seems, overstayed its welcome. As budgets get trimmed, and marketers increasingly feel revenue pressures mount, brands now might \u201c<a href=\"https:\/\/www.prweek.com\/article\/1847333\/editor-in-chief-john-lewis-ditching-purpose-spells-end-decade-cause-campaigning\">steer clear<\/a>\u201d of social causes altogether or, at the very least, not become <a href=\"https:\/\/www.thedrum.com\/opinion\/2023\/10\/30\/have-advertisers-accidentally-canceled-comedy-being-too-purposeful\">\u201ctoo purposeful.\u201d<\/a><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this difficult environment, it can certainly become tempting to see conscious marketing as a more impractical or distracting choice\u2014or even something outright \u201c<a href=\"https:\/\/www.thedrum.com\/opinion\/2023\/10\/27\/unilevers-done-force-fitting-purpose-its-brands-will-the-market-over-correct#:~:text=He%20said%20that%20for%20some,force%20fit%20on%20every%20brand.%E2%80%9D\">pointless<\/a>.\u201d Too little is said, however, about how juxtaposing purpose and profit is precisely what is setting us back in this moment. The recent fixation on proving that not all brands actually need social accountability\u2014and that everyday products like <a href=\"https:\/\/www.marketingweek.com\/unilever-ceo-stop-force-fitting-purpose-brands\/\">mayonnaise<\/a> should not have to \u201csave the world&#8221;\u2014reveals an alarming misunderstanding of what conscious marketing is and what it isn\u2019t.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For one, conscious marketing was never meant to be about simply burdening every product imaginable with the impossible task of saving the world or \u201ctainting\u201d just any brand with irrelevant social agendas. Instead, socially conscious marketing, when executed well, invites brands to deeply understand how their brand is implicated in the social world and consider what it might mean to drive profits more ethically and sustainably with this awareness in mind.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Creative campaigns highlighting social issues or identity-specific concerns make sense for some brands. For others, less direct but nevertheless still socially conscious efforts to make brands more inclusive and sustainable might be more appropriate. Consider how cleaning brand <a href=\"https:\/\/www.instagram.com\/blueland\/\">Blueland<\/a> makes sustainability its entire reason for existing as a brand. Another household brand, however, might still make purpose-driven efforts, such as switching to sustainable packaging, without also making it their entire brand identity. Put another way, there are different ways of doing business with purpose. Rather than a narrow tunnel vision of either purpose of profit, the practice of conscious marketing as such ought to offer brands a spectrum of possibilities for commercially successful outcomes that are also more ethical.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The danger of either\/or thinking lies precisely in such narrow, constricting perspectives. It forecloses innovative alternatives to what is or what has always been\u2014and most importantly, what could be. In the binary of \u201cpurpose\u201d vs. \u201cprofit,\u201d there is no middle ground and too little space for nuance. Dichotomous thinking prevents innovation and thwarts any real opportunities for new solutions to age-old problems. Thinking in binaries can actually make us too comfortable with the idea that we have it all figured out: it\u2019s either this or that, one or the other. This leaves too little room for humility, ambivalence, and the willingness to acknowledge that we might not have it all figured out, just yet.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This sense of ambivalence doesn\u2019t mean we shouldn\u2019t try. Uncertainty and lack of self-evident solutions are precisely where new ideas, innovations, and new ways of doing business arise. Of course, the pendulum might still swing back \u201c<a href=\"https:\/\/www.adweek.com\/agencies\/purpose-work-dominates-cannes\/\">toward business results and humor<\/a>\u201d after all, as \u201cthe dramatic shift\u201d to purpose-driven marketing in recent years is ostensibly seen as \u201cgoing a bit too far.\u201d But as conscientious marketers in a culture-defining industry, we owe it to ourselves to think more critically about what \u201ctoo far\u201d might imply in the context of the last three years, when the industry eagerly pledged to a complete overhaul of its many oppressive legacies and persisting exclusionary practices.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Within this context, every brand, whether purpose-driven or not, still bears the responsibility of rectifying historical imbalances and biases by integrating and normalizing narratives and perspectives traditionally overlooked and marginalized within the industry. As cultural actors, all brands continue to be implicated in <a href=\"https:\/\/www.campaignlive.co.uk\/article\/case-study-axe-redefined-masculinity\/1430092\">shaping culture<\/a>\u2014our way of life\u2014by virtue of telling stories at scale, producing and disseminating messaging through mass media, and, thus, yielding an immense influence on people\u2019s perceptions, behaviors, and everyday lives. And so any brand going to market with an offering is responsible for delivering socially responsible messaging that does not cause harm. Doing anything less would mean knowingly perpetuating existing systems that exclude and marginalize. This nuance\u2014the cost of simply forsaking social consciousness for the sake of profit-making\u2014is glaringly missing from the perspectives of those who would prefer that brands just get back to being \u201cfunny.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To say nothing of the fact that the long-term commercial cost of dropping purpose is surprisingly overlooked as well. Despite concerns about potential backlash stemming from <a href=\"https:\/\/www.forbes.com\/sites\/soniathompson\/2023\/08\/03\/bud-lights-second-quarter-sales-tanked-because-they-forgot-this-one-thing\/?sh=799cdce81064\">isolated instances<\/a> of brands that failed to act on social purpose successfully, research continues to show that purpose remains a driver of <a href=\"https:\/\/www.marketingweek.com\/mars-ceo-brand-purpose-attacks-nonsense\/\">commercial success<\/a>. Just last week, Bain &#038; Company released a new study concluding that brands that scored higher on ESG-related values <a href=\"https:\/\/www.bain.com\/insights\/does-a-purpose-help-brands-grow-ceo-sustainability-guide-2023\/\">achieved five times the revenue growth<\/a> of those that scored the lowest. It is in taking purpose seriously\u2014not simply dropping it\u2014and doing it well that brands can avoid backlash and prevent accusations of performativity by closing the gap between <a href=\"https:\/\/sustainablebrands.com\/read\/marketing-and-comms\/billions-brand-value-risk-sustainability-perceptions-performance-unaligned\">perception and actions.<\/a><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to advertisers\u2019 social responsibility in today\u2019s culture, there is simply no exit door in sight. In the next few years, environmental and social tensions will not vanish but only intensify. Figuring out how to navigate the instability without losing sight of ethical values in this moment will only fortify and help brands be prepared for potentially even tougher business challenges ahead. Forward-thinking brands will discern this current reality and harness the underlying potential of the moment we\u2019re in. Rather than succumbing to fear and getting rid of purpose altogether, brands of the future will recognize this as an opportunity to be agile, resilient, and innovative in an increasingly complicated and unpredictable world that offers no easy answers and where binaries are no longer enough.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Anastasia K\u0101rkli\u0146a Gabriel <\/strong>is a cultural theorist, strategist, and social critic. Currently a cultural intelligence lead at Reddit, she is the author of <a href=\"https:\/\/www.amazon.com\/Cultural-Intelligence-Marketers-Inclusive-Marketing\/dp\/1398614033\/ref=tmm_pap_swatch_0?_encoding=UTF8&#038;qid=&#038;sr=\"><em>Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy<\/em><\/a> (Kogan Page; March 2024).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With tensions in culture rising, \u201cpurpose\u201d is again being questioned as an unwelcome hindrance to profit-making. <\/p>\n","protected":false},"author":7,"featured_media":6081,"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-6080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- 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