Magazine article Marketing

Power 100 Voices: Finding Your Purpose

Magazine article Marketing

Power 100 Voices: Finding Your Purpose

Article excerpt

A story that has real emotional power makes for content that has the ring of truth - a quality savvy consumers now expect from brands, writes Sally Cowdry, Camelot's marketing and consumer director.

Since 2008's financial crisis, consumer trust in business and its ethics has plummeted. As a result, many consumers - and especially Generation Y, who graduated in this period - think in a completely different way about companies: a brand's values and social purpose are as important to them as its commercial interests.

The more a brand brings its purpose to life in its everyday operations, the more successful it will be.

This isn't just theoretical: Jim Stengel's 'Grow' project, conducted with Millward Brown, proved that businesses that build on the ideal of improving people's lives grow three times faster than their competitors Campaigns that focus on purpose are also more effective: according to a Warc study, of the top five most-effective campaigns in the world last year, three (Hindustan Unilever, Dove and Lifebuoy) were based on purpose.

Consumers seek out brands and products that go beyond pure commercial gain to do good for the world, and, as a result, new business models have emerged - think Gandys flip flops, Innocent drinks and TOMS shoes Likewise, many of the world's leading companies are changing the way they think and act. For example, every brand in Unilever's portfolio must now serve a higher purpose, and Mars has built cause-related marketing into the centre of brands such as Pedigree and Uncle Ben's.

Brand purpose

At Camelot, rather than adding purpose, we have the opportunity to brand our existing purpose. We are fortunate that our company mission and brand strategy are the same: to change lives. The National Lottery creates 6m winners a week - 3800 millionaires to date - and our players raise pounds 33m every week for National Lottery Good Causes projects, changing lives for individuals and communities across the UK. These range from the small - a trumpet for a young, aspiring musician - to the pounds 2.2bn raised for the London Olympic and Paralympic Games.

But any purpose-driven strategy has to be genuine - if it's not, Generation Y consumers will be the first to call it out. Along with the decreasing levels of trust in brands over the past decade, there has been the rise of social media and the ability to share views widely and publicly. In an ever-more connected world - where there are countless opportunities for interaction - brands need to prove they have a place and relevance in people's day-to-day lives. …

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