MARKETING WITH A PURPOSE
Purpose-led marketing is a must for African brands Do consumers care how a company behaves, providing the product and price is right? Increasingly, research shows they do favour brands with a social purpose. By Greg Viljoen.
A
NY MARKETER WORTH their salt knows that change is good and based on the permanent flux of human evolution. A seasoned marketer embraces this and the ethos that marketing is a service to others; not the opportunistic entity that it is sometimes portrayed to be. So, how does purpose-led marketing fit into this picture? Is not all marketing purpose-driven? Purpose-led marketing is, by definition, when a brand and its audience connect on a mutual cause that both believe in. In a perfect world, purpose-led marketing would be an extension of a purposedriven business model. The latter goes deeper than simply aligning with a cause, which in itself is a good thing. However, when the business model is built on a purpose, it makes people, their experiences and their well-being the primary aim of what the organisation does.
›
On the African continent there are wonderful examples of purpose-led campaigns
WHY BRANDS NEED TO BE MORE PURPOSE-DRIVEN The old adage of ‘do my customers actually care as long as my prices are
Issue 2 2021
strategicmarketingforafrica
39
