Purpose marketing: Why it is indispensable for companies and becomes a successful strategy

Purpose marketing, for example for sustainability, social responsibility and ethical standards, is crucial to asserting yourself in a BANI world with value-oriented markets. Read here how a communication strategy based on a foundation of values can strengthen brand loyalty in the long term.

Consumers reward authenticity
A survey by the Edelman Trust Barometer 2023 confirms the expected: an increasing polarization of society and declining trust in central institutions such as government and the media. In this context, there is room for value-based communication for companies. It is aimed at consumers who are looking for guidance and authentic brands that they can or want to trust. Consumers from the millennial and Gen Z generations in particular want to know what a company stands for and recognize a purpose that goes beyond profit maximization. In the quest for more authenticity and genuine, lived brand values, purpose marketing can make the decisive difference.

Emotional connection through meaningful action
The food industry is the focus of a value-based approach in the areas of organic and sustainability. Food is an emotional and everyday part of life; it is about quality, but above all about trust. An organic label alone is no longer a unique selling point – nor is it a sufficient indicator of quality and transparency. Alnatura is a multi-award-winning example of a brand that sells high-quality organic food and has been articulating and living its purpose for decades in its claim “Meaningful for people and nature”. The company is committed to sustainable agriculture through initiatives such as the Alnatura Weidemilch Initiative. By cooperating with regional farmers, sharing authentic stories, emphasizing community responsibility and the joy of a conscious lifestyle, Alnatura creates a strong emotional bond with its customers and has clearly set itself apart from the competition for many years.

Values create innovative products: Voelkel
Voelkel is another example of values-based communication through transparency, consistent commitment to sustainability and social responsibility. The company openly emphasizes its ecological and social initiatives, such as the preservation of orchards and fair partnerships, and combines these values with innovative products that specifically appeal to younger target groups.

Define and anchor core values
Value-based communication in the sense of purpose marketing begins with the definition of core brand values. They form the foundation for every form of communication, provide orientation and create authenticity. A brand workshop provides the ideal basis for exploring the identity of a brand. In this process, managers and employees work together to develop a deep understanding of the brand DNA and define which values are lived and communicated. The result is a set of values that must be anchored internally and communicated externally in credible and congruent messages. The main goal is no longer just to talk about the purpose, but to integrate it consistently into the overall brand strategy.

“We have been supporting companies with value-oriented brand management for many years – a brand workshop often forms a very good basis. We can use this as a solid foundation for the entire process – from strategy development to communication and reporting. This comprehensive consulting promotes long-term transformation and ensures that sustainability is communicated credibly and transparently – free of green or value-washing.”
Bernd Eberle

Sustainable communication strategy: the example of Weita AG
The example of Weita AG, a leading Swiss company for consumables, shows how purpose marketing succeeds through a strategic focus on sustainability. Eberle Business worked with the company to develop an authentic, evidence-based communication strategy that convincingly illustrates its own sustainable actions and responsibility in the supply chain. In a comprehensible story, the communication combines tangible successes with ambitious goals that the company has set itself, thus creating a high degree of transparency.

Value orientation also has an effect on employees
An honestly intended value orientation has further positive effects: It not only increases customer loyalty, but also has an internal effect on the company itself. Values defined from the core and the feeling of meaningfulness in one’s own actions create a common understanding and provide orientation for decisions and actions in everyday working life. The feeling of working for “something good” promotes identification with the brand and helps to create both a motivated and motivating working environment. When values are consistently lived and communicated, an authentic and coherent overall image is created that not only convinces consumers, but also strengthens loyalty within the team. Purpose can also play an important role in a company’s recruitment efforts, as it is perceived as trustworthy, meaningful and attractive to potential employees.

7 success factors for successful value-based communication

1. Define core values: Companies need to know what they stand for. The more clearly values are defined, the better and easier they can be communicated to the outside world.
2. Authenticity Companies should ensure that their values are not only communicated, but are deeply anchored in the corporate culture. “Value washing” (superficial communication of values without actual implementation) is quickly recognized by consumers and can lead to a loss of trust.
3. Transparency: Honesty is golden. Showing supply chains and processes transparently creates trust, because consumers want to be able to understand whether values are actually being lived. This also provides credible material for good storytelling.
4. Emotional connection and dialog: Brands that successfully communicate values create an emotional bond with their customers. This bond promotes trust. This also includes involving the target group in order to keep an eye on needs and opinions and to be able to respond to them.
5. Use storytelling: Stories are the key to making values tangible. By telling concrete examples and real experiences of how they implement their values in everyday life, companies convey closeness and trust.
6. Acting with values in mind: Companies should not just talk, they should act. This can take the form of initiatives, partnerships, the implementation of environmental projects or support for social projects.
7. Consistency and omnichannel strategy: Value communication should be uniform and consistent across all channels – from advertising and customer service to social media.