Maybe you think that any business’s primary purpose is just making money. This is a short vision of a business. A Brand should have a clear and meaningful mission beyond making money.
Why? Because any idea should bring a solution to a problem a bring a positive impact on the community. At the beginning of the XX century, horses were everywhere, dirt roads, and travel from city to city took days or weeks. Daimler Benz, Ford, and many others discovered a necessity and developed a solution, the automobile. Same with the electricity, the phone, TV, Radio, etc. Not all businesses are born with a purpose that causes a positive impact on society—for example, The tobacco industry.
What exactly is a brand with a purpose?
Brands with a purpose are those that are actively committed to making a positive impact on the world and improving the lives of their customers and society at large. “Defining your brand’s purpose should be the first step your company takes even before the vision, mission, and values are crafted.” (According to Rebecca Kowalewicz in a recent article at FORBES)
A brand with a purpose is committed to positively impacting society and is actively working towards achieving that goal. This purpose can take many forms, such as supporting social causes, reducing environmental impact, or promoting diversity and inclusion.
According to Prof. Alice M. Tybout from Northwestern Kellogg University, “For an everyday product such as a detergent, it could be about cleaning your clothes,” “More emotionally, it might be about caring for your family. More abstractly, it could be about health and wellness, where clean clothes contribute to your family’s and society’s well-being.”
In today’s increasingly complex and interconnected world, brands with a purpose are more important than ever. Consumers are becoming more conscious of their purchasing decisions’ environmental and societal impact. As a result, they are looking for brands that share their values and beliefs. By aligning their mission with a higher purpose, brands can differentiate from their competitors and build deeper connections with their customers.
These brands are not only focused on making a profit but are also committed to positively impacting society and the environment; they have a purpose and understand the importance of corporate social responsibility. In addition, brands with a purpose can attract and retain top talent by offering a sense of purpose and meaning beyond just a paycheck. Finally, they can create value for themselves and society by investing in social and environmental initiatives. Ultimately, brands with a purpose can create a more sustainable and prosperous future for everyone.
The Ocean Cleanup
One excellent example of a brand with a purpose is The Ocean Cleanup. Founded by Boyan Slat in 2013, The Ocean Cleanup is a nonprofit organization dedicated to developing and implementing advanced technologies to rid the world’s oceans of plastic pollution.
The organization’s mission is to develop advanced technologies to extract, prevent, and intercept plastic pollution and to inspire and facilitate a global movement toward a cleaner ocean. The Ocean Cleanup has already made significant progress towards achieving this mission, successfully deploying its first cleanup system in the Great Pacific Garbage Patch in 2018.
The system consists of a 600-meter-long floating barrier, which uses natural ocean currents to collect and concentrate plastic waste. The collected plastic is then extracted and recycled. The barrier is designed to last decades, enabling it to capture plastic waste continually.
The Ocean Cleanup’s innovative approach to tackling the plastic pollution crisis has garnered significant attention and support from individuals, governments, and corporations worldwide. The organization has raised over $30 million in funding, and its technology has been deployed in multiple locations worldwide.
By working towards a cleaner ocean and inspiring a global movement to address plastic pollution, The Ocean Cleanup has built a strong brand with a purpose that resonates with consumers worldwide. The organization’s commitment to sustainability and environmental responsibility has not only helped to differentiate it from competitors. Still, it has positioned itself as a leader in the fight against plastic pollution.
