Marketing Trends 2022

Success through Purpose

Purpose marketing has long been considered a decisive competitive advantage over the competition. The role of marketing is changed by the necessary existence of a clear corporate purpose. Price and quality of a product have always been the central criteria for customers to buy a product.

But for many consumers there is another decisive criterion: the purpose of a brand. An authentic purpose can give a company a competitive advantage by pursuing a purpose that makes an honest and positive contribution to society. At best, this should be conveyed externally in brand communication.

A company's purpose describes the reason for its existence and the meaning of its business activities. It answers fundamental questions about why and how. These answers are often not only decisive and interesting for employees and stakeholders, but also decisive for existing and potential new customers. They want to know what a company's purpose is and how it is committed to society, the environment, human rights, diversity and equality. It is important to note that purpose marketing only pays off for those who not only talk about purpose, but also act accordingly. If a company succeeds in aligning itself holistically with its purpose, not only its customers will benefit, but also the company and its employees themselves.

If the communication and actions of a brand do not match, this can have serious consequences for a company. Consumers start to doubt the values and attitude that the company conveys to the outside world. This can have a strong negative impact on brand perception and the company's reputation.

Successful "purpose marketing" is therefore not just a short-term or one-off marketing action, but must be positioned and lived in the long term.

DIANIUM Solution

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