What is your goal? Your brand stakeholders need to know

Consumers determine where they spend their money based on various values, and a recent study revealed the benefits of brand involvement in social activism. The Purpose Power Index 2022 is a study conducted by the consulting firm StrawberryFrog, in partnership with Dynata, a research firm; organizations say their research is the first of its kind. StrawberryFrog describes it as the world’s largest first-party data platform for insights, activation and measurement. In sum, the study suggested that there are significant indications that consumers not only appreciate a company’s involvement in social activism, but are beginning to expect it.

A new way to measure and evaluate purpose

StrawberryFrog aims to help its customers achieve business results through a human-centered approach called “Movement Thinking”. As Chip Walker, Chief Strategy Officer at StrawberryFrog, explained to TriplePundit, “[Movement Thinking] reframes the purpose of your business or organization in a way that people can understand and want to participate in. This approach is said to emotionally connect people to a common cause and lead to action. To that end, StrawberryFrog created The Purpose Power Index to rank top brands based on the power of their purpose.

Additionally, StrawberryFrog calls its approach both “movement strategy” and “movement marketing.” The company suggests that every move starts with a grievance that needs to be addressed. The next steps are to distinguish what needs to change in the future and what position will be taken to defeat the adversary. From there, a company can design marketing activities that activate the organization. This motivated action should inspire employees and customers. Over time, marketers have moved away from the idea that brands shouldn’t take sides on social and political issues. Walker laid out for 3p some reasons why this idea is outdated.

Three reasons why brands can take a stand

First, according to Walker, “a growing consumer demand for businesses to play a greater role in society. Businesses are increasingly seen as citizens like everyone else, who have a responsibility in society and are expected to weigh in on issues that matter to their employees and consumers. Increasingly, it’s seen as a cop for corporations to not have a point of view [point of view] on these issues.

Additionally, Walker told 3p that due to the rise of social media, “the average person now knows more about the company’s views on important issues in real time and can respond and approve or disapprove of his positions”.

Finally, we must recognize the rise of a new generation. As Walker noted, “multiple research studies have shown that young people in particular want to buy from companies that share their values, and taking a stand on issues is one way companies do that.”

Yes, brands can have a purpose

With these points in mind, it is increasingly clear that consumers are looking for brands that share their values. People want to give business to companies that go beyond a public statement and take real action to back up their word. Walker provided actionable advice for brands wondering how to navigate taking a meaningful stance on social and political causes.

To begin with, Walker insists on the “why”. Rather than politicizing the company’s involvement in a cause, it is better to talk and act on topics that could be relevant to the company, its employees and its customers.

there is clear advantages and disadvantages for brand involvement in social issues. Part of any brand identity includes core values, and a brand can strengthen its identity and increase customer loyalty by taking a stand on a social issue related to its core values. Even though it becomes controversial, getting people talking about the brand can increase the awareness of that business or brand. The downside could be to offend a portion of customers and employees, so it is important to ensure that the brand’s involvement in any social issue is intentional and well thought out.

The Purpose Power Index study aims to show brands how powerful clarifying their purpose can be. The study concludes that with a clear and common purpose, members of the organization are inspired to participate in meaningful action. The goal provides the framework for the movement, laying the foundation from which all decisions can come.

Image credit: Jamie Street via Unsplash

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