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Real values require little explanation, let alone marketing.
Where brand purpose was once little more than a line in a mission statement, it’s now key. It’s all about the why (Thank you, Simon). But where do innovation and new technologies come into all this? How do we balance them out? What does your purpose mean for the relationship between consumers and brands from here on out? How will it change brand purpose or impact brand activations and marketing campaigns in general? Maybe brands should go beyond purpose and find obsession?
As Is
It seems to almost be a catch-22. This day and age, you're no company without a manifesto, brand values, and a CSR manager. But if their sole function is window dressing, their existence might hurt you more than their absence. If all brand manifesto’s were truthful, we’d have no more exploitation, no more discrimination, no more pollution at the hands of companies. As we both know, that’s not the case.
You have to own your purpose. If it’s not running through your veins, it's definitely in vain.
So how to balance on this slippery slope? How to be authentic, without saying you are. How to avoid being convicted for greenwashing because consumers are tired. And they are getting tired. Tired of having to hear the obvious being stated. The rise of the ‘why’ might have been a boost for entrepreneurs, for staff, for atmosphere and a sense of belonging. Yet, consumers become suspicious when you tell them you don’t lie, that you are trustworthy, keep your promises and don’t overpromise. Frankly, that should be the Olympic minimum.
could be
Maybe people will stop caring about your why. Not because they don’t give a damn about morals anymore. But because the word just lost all meaning. (Like when you say ‘kiwi’ five times in a row.) Incredible promises were made and not met. Promises of diversity, eco-friendliness and transparency that stand in sharp contrast to people’s everyday reality. Sorry, Nokia, but we don’t always feel that connected.
Your purpose can only survive if your internal and external efforts are aligned.
What to do then, as a company? To be silent about your why is suspicious, to promise something you can't live up to will cost you. Maybe it's not the message, maybe it's the medium. Your purpose should be reflected in your actions. Not on a poster in the canteen or on your about page, but coming to life in virtual events, in web 3.0 style dialogue between brands and consumers, in new ways of knowledge-sharing, with brands moving closer to people's lives and even living rooms.
At Yondr, we’re sure your parents are happy you’ve found your why, but right now consumers expect you to walk the talk, not post it on LinkedIn. Immersive technology can be a strong enabler to do so, to amplify actions, to co-create with consumers and to make them feel seen. Walk your values. Make them resonate.