Marketing With Purpose Kit: The Paradigm Shift—Marketing with Purpose

**SPEAKER_2** (0:04)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Stephen Sakash** (0:17)
Well, come back to The Bliss Business Podcast where we explore how to build love into scalable systems. I'm Stephen Sakash, here again with Mike Liske and Tulio Siragusa. Hey, guys.

**Mike Liske** (0:31)
Hey, Stephen. Good to see you again.

**Stephen Sakash** (0:34)
Let's do it. Yeah.

**Mike Liske** (0:35)
Thanks for having us. Yeah. So today, we're diving into a question that is reshaping the business world. It's what does your brand stand for? Or I guess better said, why does your brand exist?
Because if you answer that question, right, answer it just to make money, you're already losing. It can't be just for that.

**Tulio Siragusa** (1:05)
You know, Mike, in three decades, going on four decades, every company that I've worked with or you that have helped scale from startups to even unicorns, the one thing that has always been clear, without purpose, growth is hollow. You can still have growth without purpose, but it's hollow. And revenue doesn't equal relevance. And customers can feel the difference. So purpose is what gives growth its soul.

**Stephen Sakash** (1:36)
Yeah, and consumers, they're craving more than products. They're craving purpose.
They don't want transactions, they want transformation. They want to connect with brands that stand for something real. And we're seeing more and more of that.

**Mike Liske** (1:53)
So we're going to look into this power of purpose a little bit more today. And not just this sort of feel good value, but really because it's a strategic imperative that organizations are facing today. And there's good reason that I can say that. In fact, there was a study that was done recently. It was called, Why Purpose Driven Retail Wins? And the researchers that were doing this, they called the economy now the Experience Economy, because customers aren't just buying products. They're looking for brands that align, number one, with their values and give them a meaningful experience. In fact, so this study, it was done by Nielsen back in 2023 So that 73% of the consumers say that they're willing to pay more for products that promise sustainability and purpose. And in fact, another study that was done, this one called The Purpose Study, found that brands with a clear purpose grow two and a half times faster than their competitors. So again, the statistics are showing this, but will really today reveal how purpose differentiates one brand from another, how it helps align customers with an organization's values, and also really starts to build that long-term loyalty that organizations really need and really look for today. And we'll even share a couple of examples of purpose-driven brands that actually went pretty viral. So, and again, this is all about not just having people sold to or looking at transactions, but really because this power of purpose helps organizations to resonate very deeply.

**Stephen Sakash** (3:43)
Yeah, we could call this episode High Purpose, High Impact, because purpose isn't just about doing good. It's about driving growth, inspiring loyalty, and creating movements that matter.

**Mike Liske** (3:55)
Yeah, and as an organization, if you're really looking to lead with purpose, resonate with real meaning, and build a brand that people believe in, then this episode is one that you'll definitely, you'll want to listen to, not just once, but probably multiple times.

**Stephen Sakash** (4:12)
So let's start with the problem. Marketing is noisy. Every brand is competing for attention, but attention is no longer enough. People don't just want to buy, they want to belong. They're not just looking for products, they're looking for meaning.

**Tulio Siragusa** (4:26)
And you know what? That's really where purpose comes in. It's not a marketing slogan. It's purpose is a strategic differentiator, is what sets you apart, because it speaks to the heart, not just the wallet. And it connects on a deeper level, because it's not about what you sell, but it's about why you exist. And people are already looking for why you exist. So it's really creating that connection with people as well when you have this in place.

**Stephen Sakash** (4:54)
Yeah. And here's the truth, that purpose-driven brands, they don't just stand out, they stand for something.
So they resonate because they share whether it's the values, beliefs, or vision for a better world. They build tribes, right? Not just customer bases, they create movements, not just markets. So, and I think one of the myths around purpose is that it has to be something like say that's tied to a charity or social cause. It can be, but you can find purpose in serving others in different ways. I think of this example of a parking lot attendant who doesn't just collect moneys right at the booth. He watches the cars, he goes around and makes sure that the tread on the tires isn't bald and that your tires are inflated enough. He's doing that because he cares for his family, and now he turns that care into purpose for others at work. Now imagine making that into a whole system at work, where suddenly by doing the loving thing, you're finding a higher purpose in what you're doing.