It’s Not Woke, It’s Good Business – Putting The Cause Into Your Marketing Strategy

O Communications

Emerging out of lockdown is a new wave in marketing, just this week I’ve seen two exciting collaborations that show we are moving into an era of purpose as a business strategy.

John Lewis has launched its new ‘Style with Purpose’ collection, edited by social influencer Erica Davies and modelled by real women on their own doorsteps. The collection donates 15% of sales to domestic violence charity, Refuge, Barbour also launched an activation with Selfridges, as part of the department store’s Project Earth campaign, partnering to create an electric Land Rover Defender to mark its commitment to environmental issues.

Here at O, we have seen a marked increase in clients wanting to revisit their brand purpose and work together on a Corporate Social Responsibility (CSR) strategy that can find creative routes to re-establish their commitment to their causes, from local community to the environment. Movement in this direction can only be a good thing, but often the benefit it also has for the business is overlooked.

Profit is not just a shareholder benefit, when invested into growing companies through staff development and job creation or by putting back into charities, communities and causes, it is necessary to make money to make the world a better place.

The ‘kindness economy’ was a term coined by retail expert Mary Portas, borne out of a new wave of consumerism that has been accelerated during the pandemic.

The biggest change to come out of lockdown has been a shift in people’s values and mass ‘consumers’ have now been replaced by socially-conscious shoppers.

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