Building purpose into a brand

Social media has found its place as a barometer for everyday ethics. With quick-draw judgements and super-fast communication speed becoming the norm businesses need to take a close look at how they appear to their audiences in an authentic way.

We’re entering a new era of doing business – one where profit margin comes second to sustaining our planet and its inhabitants.

Reverse engineering ethics into a company is like eating salad to counter-act the chocolate bar you’ve just scoffed – it’s, frankly, deluded.  Instead, an ethical business must be build the ‘doing good’ into its very foundation and most importantly, be genuine.

In recent years a number of high-profile brands have been leading the way in this arena including the admiral Toms who have spent the last 9 years building an empire that puts ethics into the hands of its consumers through their One for One scheme. By buying a pair of their shoes (or glasses frames), they’ll give a pair to a child in need through their international scheme.

Another example of a business with ethics at their heart centre is The Soap Co – a social enterprise producing ethical luxury goods that are made by people who are visually impaired, disabled or otherwise disadvantaged. The pride and quality comes across in their brand identity and the way in which the packaging communicates what they do – ‘good and do good’.

The benefit to the consumer is plentiful: an aligning of personal values, supporting incredible causes and a clear conscience to boot. And if we’re being crude, with social media being a platform for seeking attention, a brand with genuine ethical purpose is highly likely to have its praises sung.

The benefits don’t stop at the customer – there is immense positive impact on employees and other stakeholders. Solid business ethics drive engagement and support like no other incentive can. The reason for this is because at the end of the day we’re all humans, doing our best and not efficiency machines like capitalism would have us accept as true. I believe it’s this humanness that people buy-into rather than price-point or promotional gimmick.

By Cath Harris