3 Ways to Be a “Purpose-Driven Brand”

We have entered the age of purpose.

Employees connect with a purpose-driven brand

70% employees Believes it is important to work for a business with a clear sense of purpose. And, 54% consumer Have reduced or stopped purchasing from organizations they feel have missed the mark on environmental or social issues.

Download Now: 2022 State of US Consumer Trends Report

Excessive, Countless Data Points in Our Most Recent State of Consumer Trends Report Highlight how a solid purpose or mission will win over today’s audience and enable you to stand out against competitors.

The past two and a half years have focused on what it means to be a purpose-driven company. The global pandemic has disrupted supply chains and exposed growing inequalities. The ongoing threat of climate change has altered market dynamics and investor expectations, making businesses realize they must act. Not to mention, great resignation/reflection proved that employees are seeking value and purpose at work.

There is no doubt that driving value to stakeholders, society and the planet is imperative. Today and in the future, we will see more companies starting to weave purpose into their business.

But, purpose is more than a buzzword. For winning companies, purpose announces the fundamental reason for a company’s existence and its unique impact on the world. Done right, companies connect people’s personal purpose with organizations. But, it is not easy to make.

This is why leaders iterate and develop the purpose of the company along with growth. At HubSpot, our purpose to build a company that future generations will be proud of serves as our roadmap to help determine which ESG (Environmental, Social, Governance) initiatives we’ll take to make an impact. Let’s try for

While we are still early in our journey, there are three areas that I believe are critical for companies to deliver on purpose: authenticity, engagement, and impact.

How to drive (and market) your brand with purpose.

1. Embed objectives in a way that’s authentic to your organization

In the 2011 Black Friday edition of The New York Times, Patagonia published a bold full-page ad asking customers not to buy his jacket. Detailing why, Patagonia transparently listed the factors: The jacket required 36 gallons of water to produce (enough to meet the daily needs of 45 people), emitted 20 pounds of carbon dioxide (the weight of the jacket 24 times), and produced two-thirds of its weight in waste.

patagonia ad

Sources: Patagonia, The New York Times

It’s not just about stating that you have a purpose. Authentic purpose-driven companies “run” by being transparent, accountable and authentic in everything they do. Patagonia’s campaign resonated with many people because it had a powerful message without sacrificing its purpose of being in business to save our home planet.

To truly bring about change, purpose must be rooted in authenticity. Without authenticity, purpose falls flat and leads to mistrust and confusion.

That’s why at HubSpot, we walk the walk before we talk. everything from our business decisions, our Action Plan Around Black Lives Matter, and where we are falling short is clearly communicated to our employees before we share them externally. Companies can lead with authenticity by ensuring that their purpose reflects the company’s core values, continually reinforcing how employees are contributing to the purpose, and taking real action to meet that purpose. have been

2. Engage Employees to Activate Your Purpose

Before you even consider marketing around your objective, you’ll want to incorporate it into your work.

According to McKinsey & Company70% of employees feel that their sense of purpose in life is defined by their work, indicating that an organization’s purpose can have a strong influence on an individual’s sense of worth.

at a time when people looking to make meaning out of their workIt’s important to continually reinforce how and why employees can contribute to making an impact.

One way to engage employees is to communicate not only the company’s actions, but also what employees can do to become involved.

For Earth Day this year, members of our Eco@HubSpot employee interest resource group participated in a Slack program called the Growing Greener Challenge, where they received one easy action each day to help invest in our planet.

For each completed action, HubSpot makes a donation to the Global GreenGrants Fund (GGF). Collectively, HubSpotters took 1,306 actions — including buying low-carbon footprint local foods, unplugging unused appliances, and repurposing items that would normally be thrown away — raising $9,000 for GGF raise more than

It’s also important to set the tone at the top and create an environment where employees feel comfortable pursuing their purpose at work. As part of our biannual performance review, all employees, including executive leadership, are asked to share how they are prioritizing diversity, inclusion and belonging in their work – which is a part of our mission. Main part.

And at each company meeting, we take the time to recognize HubSpotters who embody an aspect of our core values, which helps inspire a sense of purpose throughout the business.

3. Consider your influential role in purpose.

The objective should not remain in a vacuum. Part of being a responsible, purpose-driven company is creating value not only for your own company, but for others within your larger ecosystem. This can include your customers, suppliers and even your customers’ customers.

As pressure continues to build for companies to meet regulatory demands and act on climate change, suppliers will be expected to do more than just deliver products. They will be asked to elaborate on what it means to be a responsible business.

Lately, I’ve been connecting with our clients to understand the sustainability issues they care about and how we might be able to collaborate. The response is clear: They have a real appetite for more transparency in what we’re doing, and they want to join us on our journey. With over 135,000 customers in over 120 countries, it would be irresponsible to understate the tremendous potential for impact we have. Getting a good understanding of this multiplier effect and investing in it is the key to success.

As we gear up for a new year, we are asking ourselves how our ESG Efforts Connect with HubSpot’s mission, purpose and core values. We’ve made good progress but there’s still a ways to go and more to learn, but by moving forward with authenticity, involving our employees, and considering the influential role we play, we’re on track to our authentic purpose of building the company of the future. Will continue to make progress generations can be proud of.

What is your objective?

Objective isn’t just something you can mention in a marketing campaign.

Ultimately, your purpose is like the promise you are making to your audience and employees. Make it thoughtful, actionable, and intentional.

Now that you’ve learned how to actually approach your objective, it’s time to decide what your brand objective will be.

To learn more about how mission and purpose impact your audiences, customers and employees today, check out our Consumer Trends report below.

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