Purpose Driven Advertising: What Is It and Why You Should Know?

**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 Sakach** (0:17)
Hello and welcome back to the show. I'm Stephen Sakach here with Tullio Siragusa and Ash Maher.
Lately, we've been chasing the higher purpose of business like a cat to a laser pointer. Today, our quest is to explore where your purpose meets your pitch. In other words, how can you carry your company's purpose to the world and through your marketing? In the last podcast, we helped with defining and living by your purpose. Now we go from the boardroom to the billboard, taking that purpose public. So if you are starting to authentically live by that purpose with your company, let's turn that into some effective marketing. And just a note, if you hang out to the end of this podcast, we're gonna talk about a tool that can help you not only come up with or refine your purpose, but can give you some creative, purpose-driven campaign ideas. Again, you don't have to have a charity or donate a percentage of your proceeds of purchases, or involve any corporate social responsibility activity. You can create an effective, emotionally connecting, purpose-driven campaign without any of that. So don't let this topic scare you off if that's kind of what you're thinking this is all about.
So last episode, we slogged through some research of dull purpose statements and good purpose statements this week. I don't know about you guys, but I kind of watched a lot of ads that were tearjerkers. It was quite the emotional roller coaster of research.
Before we jump into some of those ads, why is this important? Some data real quick, Ash, on infusing our company purpose in your marketing. What's the data? What data do you have to sell this to someone who wants to sell this to their company or their marketing staff and put it in?

**Ash Maher** (2:17)
Absolutely. So a couple of points here. Deloitte was one article I pulled up where they discuss purpose driven companies witness higher market share gains and grow three times faster on average than their competitors. So as I went through this article, I found a couple of excerpts here that I found really interesting. One was purpose is a core differentiator. So purpose oriented companies have a higher productivity and growth rate along with more satisfied workforce would stay longer with them.
Our research shows that such companies report 30% higher levels of innovation and 40% higher levels of workforce retention than their competitors. Another extra I thought that was interesting was organizations that don't clearly articulate their purpose to their customers. Oh, I apologize. Purpose driven businesses factor in the experiences of all humans they touch as people want to work for and support a company whose purpose is focused on the greater good of society. So organizations that don't clearly articulate their purpose to their customers, workforce and partners may run the risk of falling behind or falling entirely. So this one diagram here from Deloitte shows top issues consumer identify with while making decisions. They say 28% of customers care about how the company treats its own people and employees.
20% care about how the company treats the environment.
19% how the company support the communities in which it operates in. That was all in Deloitte. Now jumping into Forbes, 89% of customers are loyal to brands that share their values. Within this article, I found a couple of excerpts that were interesting. So a groundbreaking global study analyzing the business value of brands having a well understood purpose has revealed a strong business benefit to such purposeful brands and their companies as consumers are four to six times more likely to buy from, trust, champion and defend companies with a strong purpose.
The strength of purpose study of 8,000 global consumers and 75 companies and brands was commissioned by a New York based Zeno group, the Global Integrated Communications Agency. Zeno survey more than 8,000 individuals across eight markets. This is United States, Canada, United Kingdom, France, China, India, Singapore and Malaysia. Have them rate more than 75 brands on their perceived strength of purpose. By the way, audience members, both these articles can be found in the section that I'm sure Tullio is gonna put that up there for you guys. But this was some really interesting findings, Steve.

**Stephen Sakach** (4:28)
Yeah, I like that. I mean, you got two different angles there. You got the one that's talking about how just effective it can be. So like four to six times more likely to buy from a company. And then there's also that other, we're talking about external sort of results coming to your company. You're reaching out to your customer base with that and they're responding really well. But then you also mentioned sort of the internal effects this has, I think. Like I know there was another study that said like you're more likely, much more likely to retain your employees. Like it was three times more likely or something like that than a company without that purpose. So employees, internally, your internal stakeholders really appreciate this as something that can wrap their head around that gives them meaning. We've talked about that in the last show a bit, just how important that is versus having that job mindset. You've got that sort of purpose mindset. You're coming to work with this idea. So I like that there's two different steps there.