Will brands still save the world?
The purpose priority post-pandemic
41 percent of brand leaders cite authentic brand purpose as business critical in 2021
LIONS STATE OF CREATIVITY SURVEY, 2021
Brand purpose is now a hygiene factor. Not only do consumers expect the brands that weave into their everyday lives to stand for something, but they’ll actively shop elsewhere if they disagree with a brand’s values. The most forward-thinking brands are examining their role in society and culture to drive bigger gains beyond profit. It’s about looking inward, putting your money where your mouth is and taking the lead on causes that may at first seem uncomfortable. At LIONS Live in 2020, Marc Pritchard said brands “have a responsibility to step-up and use creativity for good, to be useful”. It’s no longer enough to just “do purpose marketing”. In 2021, this theme is heightened by recent events: not only the pandemic, but also social injustice, racism, the gap between rich and poor and the desperate race to repair our planet before it’s too late. Where governments sometimes fail us, brands are uniquely placed to step in and “step up”: they can win hearts and minds for the greater good of humankind. But they also have to put themselves on the line and be prepared for a backlash: this is all part of sticking your neck out and being accountable. But there needs to be a commercial agenda too. You told us that you want to see how sticking to brand principles and purpose can drive better business results, the kind that sets a new creative benchmark. In this vast, all-embracing and important theme, we’ll look at why brand responsibility is at the top of the global marketer’s agenda.
78 percent of marketing leaders agree that brand purpose is more important as a result of the disruption to society in 2020
WARC MARKETER’S TOOLKIT 2021
A recent survey of 13 countries found that two-thirds of consumers say they have tried new kinds of shopping. And in all 13, 65 percent or more say they intend to continue to do so.
EDELMAN TRUST BAROMETER, 2020
What You Said
“Is communicating purpose paying out better than traditional comms?”
BRAND MARKETER, HEALTH & BEAUTY
“I am concerned purpose is becoming more hype than meaningful and diluting the effectiveness of this messaging to drive social good”
VP OF GLOBAL MARKETING, FMCG
“Purpose is only one element. We are forgetting that what we are and how we do can matter more. We lose relevance as we become more 'socially' driven.”
FOUNDER AND CHIEF CREATIVE OFFICER, AGENCY
“A big challenge is the sea of creative sameness and timidity vs distinctive purpose driven work”
CHIEF STRATEGY OFFICER, GLOBAL NETWORK