Purpose-Driven Brands – The New Local Heroes

Socially conscious and ready to act – Brand Philanthropy Rules! 

Not a hundred years ago, all a brand meant to most people was a couple of initials on a cow’s backside. How things have changed! These days, unless you grew up in a field, a brand stands for style and identity.  

Whether it’s the latest mobile phone, tablet, bell-bottom jeans or pair of socks, your purchase needs to be name-droppable, or your reputation is toast. Hell, even your chopping board had better come from PRADA, or you won’t find an A-lister within a mile of your cheese and onion puffs. 

Bearing this in mind, it makes no difference if your business crafts unique teaspoons, or smartphones to rival Apple’s latest megastar, how to push your brand awareness in the here-and-now should be top of your marketing list. 

Currently, the brand-trending trade wind is blowing in two important and positive directions. We recently discussed sustainable packaging trends for savvy branding – this consumer-pleasing switch is seeing clever businesses use recycling and sustainability to get their name noticed all the way from the warehouse to the customer’s front door.  

The second trend is to steer your brand towards being more purpose-driven. No, we’re not talking about driving a bulldozer at 100mph towards billion-dollar sales targets – although we’re not mocking ambition. What we mean by a purpose-driven brand is one with a reputation that reaches far beyond making a profit. These brands don’t just talk the talk, but crucially walk the walk when it comes to values, beliefs, their mission and reason-to-be. 

How brands are taking philanthropy to the next level

Becoming your new local heroes…

A great example of this is the Co-op, which is continuing to use its influence locally all over the UK. Since 2016, the group has raised a whopping £117m for their brilliant community scheme. The Co-op started out with a community-minded mission, and it’s still proving to be its beating heart with the empathic idea of ‘Fair Access’, which works entirely at the local level. The focus is on ‘Fair Access’ to food, mental wellbeing support, as well as education and employment for young people. 

The real and unintentional genius is that these efforts to make a difference link the Co-op’s name to genuine physical and mental relief in its most fundamental form. And all within walking distance from the local store. So, where would you choose to shop if you witnessed this neighbourly concern and intervention? It’s making some of us feel warm and fuzzy even to part with our cold hard cash. 

Extending the mission worldwide…

 Meanwhile, Divine Chocolate has taken its purpose-driven mission up to the international level.  

They explain that their business model ‘reflects the belief that producers should earn a share of the profits they help to create. That’s why Kuapa Kokoo Farmers’ Union, a co-operative of over 100,000 cocoa farmers in Ghana, who grow the finest quality cocoa for our everyday and seasonal collections, co-own Divine Chocolate.’  

But that’s not the end of the Divine purpose-driven story. They’ve also shared a commitment to empowering women. With positive and direct action, they support women in cocoa farming by helping them to develop the skills and confidence to grow better cocoa, build better communities, and thrive in business.  

Incredibly, out of the 100,000 Kuapa Kokoo farmers who co-own the company, more than a third are women. Now, that’s what we call purpose-driven branding.  

B2B Brands are also stepping up to the challenge

This new age in brand philanthropy is also emerging in the business-to-business market. Those insightful and forward thinkers at the Don’t Panic creative agency recently highlighted their top 5 B2B companies that are hitting the bullseye for brand purpose. It makes for interesting reading. It also drives home the message – if your business isn’t already purpose-driven, it’s time to board the bus. 

Looking for more?

Has this chimed with you like someone’s installed Big Ben in your living room? Then all of us at mustard MD are very keen indeed to speak to you. We have some amazing job opportunities for people who’ve got ‘it’ in spades, so give us a call. The number you need is 0117 929 6060.