Have you ever found yourself drawn to a particular brand because of their mission or values? Turns out, you’re not alone. A global study conducted by Porter Novelli and Cone Communications found that purpose-driven companies are four to six times more likely to win over consumers. In fact, 88% of shoppers said they would be more loyal to a brand that supports social or environmental issues. So, what can we do to support purpose-driven companies and make a positive impact on the world?
First off, we can seek out purpose-driven companies. This means doing our research and looking for companies that prioritize social and environmental responsibility. These could be companies that donate a portion of their profits to charity, use sustainable materials, or have a clear and meaningful mission beyond just making a profit. By supporting these types of brands, we are sending a message to other companies that we care about social and environmental issues.
But how can we identify purpose-driven companies? According to the study, we should look for transparency. Purpose-driven companies are often transparent about their social or environmental impact, so check out a company’s website or social media pages to see if they share information about their values and actions. Additionally, we can look for certifications, such as B Corp certification or Fair Trade certification, as a sign that a company is committed to making a positive impact. And don’t be afraid to reach out to a company and ask them about their mission – companies that are truly purpose-driven will be happy to share their values and actions with you.
And don’t be afraid to reach out to a company and ask them about their mission – companies that are truly purpose-driven will be happy to share their values and actions with you.
Another great (and free!) tool is Consciously. We partner with trusted non-profits like Climate Neutral, ASPCA® Shop With Your Heart and Beagle Freedom Project for ratings you can trust on over 1 million products on eight issues ranging from carbon neutrality to cruelty-free. Get Consciously for your browser here.
Once we’ve identified purpose-driven companies, we can use our purchasing power to support them. By purchasing their products or services, we are not only supporting their mission but also sending a message to other companies that consumers care about ethics or sustainability concerns. We can also spread the word by sharing our experiences with these brands with our friends and family. Word-of-mouth recommendations are powerful and can help raise awareness about companies that are making a positive impact.
But what if we work for a company that isn’t purpose-driven? According to the study, employees can play a huge role in driving change within their workplace. We can start a conversation with our colleagues and managers about the importance of social or environmental responsibility, share information about ethical businesses and the positive impact they’re making, and offer suggestions for how our company can become more like them. And if our company isn’t willing to change, we can still make a positive impact by leading by example. Encourage our colleagues to use reusable water bottles or start a recycling program in the office.
Purpose-driven companies have a unique opportunity to win over consumers and make a positive impact on the world. As consumers, we can use our purchasing power to support these brands and spread the word about all the good they are doing. And as employees, we can drive change within our own workplace by starting conversations, making suggestions, and leading by example. By working together, we can create a world where purpose-driven companies are the norm and social responsibility is prioritized. So, let’s start supporting purpose-driven companies and making a positive impact today!