Authenticity is a key factor in the success of purpose-driven marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2019, 9:49 AM UTC

Organisations must carefully choose a relevant cause to promote.  

This article states that since brands have the resources and power to “influence the world in incredible ways”, once a company finds a cause to support, they must “honestly” pursue it. The author notes that authenticity determines whether a company succeeds or fails at purpose-driven marketing.

Businesses must not try to appeal to everyone as different consumer segments have their own identities. The piece adds that cause marketing is effective only when a value-driven brand chooses a relevant cause to support.

Having a brand purpose also helps businesses build a relationship with consumers in a way that products and services alone cannot. Since aligning a brand’s values with a purpose that can be promoted can prove to be tricky, brands must carefully think about the causes they can associate with.  

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