Purpose

Having a purpose is a fundamental factor in driving change through meaning. It can motivate people to improve their communities, and the world, by narrowing their focus and taking steps to fulfill their unique purpose (Hole, 2023). Embracing brand purpose is just as important as it is for individuals. Research done by Porter Novelli (2021), showed that by utilizing its benefits in a business, 76% of people were more likely to be trusting of the company, 72% to be more loyal to the company and 78% would be more inclined to work for the company (Nolden, 2022).

For a brand to fulfill its purpose and have a philosophy, it must follow “the north stars” which comprise the vision, mission, and values of a brand (Arnett, 2022). A brand’s mission statement describes the change they aim to create (Arnett, 2022). Patagonia, an outdoor clothing retailer, has a mission that focuses on the environment’s future and social responsibility (Cuofano, 2022). A brand’s vision statement describes how the brand will look in the future (Arnett, 2022). Fenty Beauty envisions freedom of expression and redefines the meaning of beauty (LVMH, 2019). A brand’s values help dictate its decisions and ensure they align with its philosophy (Arnett, 2022). Lush is built on being ethical and sustainable and has successfully drawn in consumers through their core values (Lush, 2023).

By intertwining purpose throughout a business’s operations, Gen Z consumers will be more engaged as 45% of this cohort are more motivated to interact with a brand if they are “trustworthy and transparent” (Hirose, 2022). Brands are now connecting with their consumers on social media platforms through digital content and influencer partnerships which are effective if they appear authentic (Gilcrease, 2022). Using TikTok to attract Gen Zer’s is becoming increasingly popular as they “make up 60% of the app’s one billion-plus users” (McKinsey, 2023). Companies globally are using social media to promote their philosophy and support causes that will then resonate with their audience. Hanahana Beauty utilizes Instagram to market their natural handcrafted products while promoting the importance of empowerment for black women as the focus of their brand (Thomas, 2020).

Brands embracing purpose and focusing on a better future aligns with Gen Z’s values and, if communicated successfully, they can make meaningful change while gaining loyal customers.

Reference list

Arnett, H. (2022) How to Create Your Brand’s Vision, Mission and Values noissue. 14 December 2022 [online]. Available from: https://noissue.co.uk/blog/how-to-create-your-brands-vision-values/ [Accessed 27 October 2023].

Cuofano, G. (2022) Patagonia Mission Statement FourWeekMBA. 2 October 2022 [online]. Available from: https://fourweekmba.com/patagonia-mission-statement/#:~:text=Patagonia [Accessed 27 October 2023].

Gilcrease, G. (2022) The Gen Z Marketing Challenge: Focus on Authenticity, Connection, and Trust Wpromote. 10 November 2022 [online]. Available from: https://www.wpromote.com/blog/digital-marketing/gen-z-marketing-2022 [Accessed 27 October 2023].

Hirose, A. (2022) Marketing to Gen Z: How to Get It Right in 2023 Social Media Marketing & Management Dashboard. 3 November 2022 [online]. Available from: https://blog.hootsuite.com/marketing-to-gen-z/#:~:text=Work%20with%20content%20creators%20and%20influencers%20to%20build%20trust&text=Collaborating%20with%20influencers%20is%20a [Accessed 27 October 2023].

Hole, Dr.G.A. (2023) The Importance of Having Purpose in Life and Organizations www.linkedin.com. 4 March 2023 [online]. Available from: https://www.linkedin.com/pulse/importance-having-purpose-life-organizations-dr-glenn-hole-ph-d-/ [Accessed 26 October 2023].

Lush (2023) What We Believe We Are Lush. 2023 [online]. Available from: https://weare.lush.com/lush-life/our-company/what-we-believe/ [Accessed 27 October 2023].

LVMH (2019) Fenty Beauty by Rihanna LVMH. 27 July 2019 [online]. Available from: https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/ [Accessed 27 October 2023].

McKinsey (2023) What is Gen Z? www.mckinsey.com. 20 March 2023 [online]. Available from: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z [Accessed 27 October 2023].

Nolden, C. (2022) Why Brand Purpose is More Important Than Ever! | Burrelles Burrelles. 18 January 2022 [online]. Available from: https://burrelles.com/why-brand-purpose-is-more-important-than-ever/ [Accessed 26 October 2023].

Thomas, M. (2020) 9 Inspirational Brands with Purpose on Instagram – Later Blog later.com. 21 August 2020 [online]. Available from: https://later.com/blog/brands-with-purpose/ [Accessed 27 October 2023].