By adopting a purpose-driven approach, marketers can benefit their company’s financial success, their customers, and the planet all at once. This is called the “Triple Bottom Line.” Many customers today “buy on belief,” that is, choose brands that support social or environmental causes. This means that what’s good for the planet is often good for the bottom line. People must be wary of greenwashing, however, which is how some brands pay lip service to various issues without actually doing anything about them. To get started with purpose-driven marketing, don’t try to do too much all at once. Also, don’t be afraid to admit you still have more work to do. Conducting competitor research is another way to get ideas on how to get started.
Key Takeaways:
- Purpose-driven marketing is directly related to the sustainability of an organization.
- Digital marketers can drive purpose-driven marketing to the benefit of their customers, organization, and the planet.
- The role of the digital marketer in CSR is to communicate how the organization fulfills its obligation to the planet and its population.
“I wholeheartedly believe that digital marketers can help with this, and by taking a more purpose-driven approach, the entire organization, their customers, and the planet can benefit.”
Read more: https://moz.com/blog/how-to-start-purpose-driven-marketing
