Written by
Kirsten Donaldson

5 MIN READ
Posted on 13/09/22

Brand Purpose – Do what Matters the Most

One of the things I love most about my job is hanging around the C-suite’s global water cooler. It’s here where you find out what matters to progressive businesses.

And one thing comes up more than anything else: How do you find the perfect spot between profit and purpose?

According to a survey by Accenture, 64% of global consumers find brands that actively communicate their purpose more attractive, while 62% want companies to take a stand on issues they’re passionate about. And 52% say they’re more likely to buy from a brand if its values align with theirs.

Another common water-cooler theme is the speed of change: rushing in to adopt policies rather than embedding them as part of an integrated parallel purpose and profit programme. It’s this rush that disrupts the production of profit.

Most of our clients are committed to a more purposeful future for their brands, organisations and employees.

This is where we come in. We design workplaces for global businesses, tuned to regional cultures and hyper-localised through partnerships with local artists whose work resonates with the employees from that region.

This makes a real difference in attracting – and retaining – the best talent. According to a 2019 survey, 83% of Gen Z US consider a company’s purpose when deciding where to work. And a workplace designed to encourage a positive culture is critical.

'We can help weave a brand purpose tapestry that people truly believe in, want to be part of and champion, by ensuring it is embedded within your brand language and part of your everyday conversations with everyone, from investors to partners, suppliers and employees.'

Purpose matters. It can shape profit and enhance valuation. According to a Kantar study, purpose-led brands saw their valuation surge by 175% over the past 12 years, versus a growth rate of just 70% for listless brands uncertain of their role (Kantar 2018). 

64%global consumers find brands that actively communicate their purpose are more attractive (Accenture)
62%want companies to take a stand on issues they’re passionate about (Accenture)
52%say they’re more likely to buy from a brand if its values align with theirs (Accenture)
83%Gen Z US consider a company’s purpose when deciding where to work

'Finally, back to the virtual water cooler. After listening in, our advice is to consider everything, and omit nothing. But ultimately, do the right thing: it’s what the world needs and your customers want.'

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