5 must-reads for purpose-seeking brands

Purpose gives brands an unfair advantage, because it addresses a fundamental desire for our customers and prospects. When delivered authentically, it is irresistible to those we hope to serve. Here are some of the more compelling posts that help us in our pursuit of becoming a purpose-driven brand.

• Strategies To Ensure Purpose Marketing Is More Than A Fad - 91% of this generation would switch brands for one championing a cause, with another study revealing seven out of ten willing to pay more for a product with a conscience.

• Purpose Is Not About Changing Who You Are. It’s About Amplifying It. - When we clarify the purpose, we are not forcing the organization to transform into some other entity. We are amplifying the most powerful belief that an organization holds.

• CEOs Can Do More To Boost Brand Purpose - Some 60% of the Edelman Barometer participants believe that CEOs are driven more by greed than a desire to make a positive difference in the world.

• The Quest for Purpose - Purpose defines an organization’s authentic role and value in society, and allows it to simultaneously grow its business and positively impact the world.

• Your Secret Weapon For Increasing Employee Engagement: Purpose - A study published by the American Psychological Association found that hospital janitors, responsible for some of the most menial and unglamorous of daily tasks, were amongst the most purposeful workers they surveyed.