Why is there a backlash against purpose-driven marketing?

purpose-driven marketing

All over the web, I’m reading accounts about the ineffectiveness of purpose-driven marketing. Have marketers ruined everything again?

The story goes like this: Companies make claims of civil service, altruism, and environmental goodness and then don’t follow up with actions. Bad actors have been in the news so much many people — especially young people — don’t trust any corporate claims any more.

Now here is where it gets weird. Research shows that when your brand aligns with a consumer’s values — when you have shared meaning — it can be the highest driver of brand loyalty. So it’s not like we can ignore the issue. Purpose-driven marketing has to be part of the mix. But we need to tread carefully and find the new rules of the road.

The new episode of The Marketing Companion is all about purpose at the business level, the career level, and the personal level. In this episode Keith Jennings of Jackson Healthcare and I debate the causes of purpose erosion and the implications.

Keith always makes me think, and you won’t want to miss learning from him in this episode!

Click here to enjoy Marketing Companion episode 285

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