Marketers who value quantity of views over quality connections are trading short-term gains for a long-term loss. The truth is impressions will always be inferior to expressions. The spray-and-pray age of amplifying crappy content onto your audience was an old broadcast technique and, yes, it may drive up the view count on your analytics, but real, purposeful stories, well told, don’t need massive budgets to reach the masses, they can go viral based on their own merit. Public perception is the currency that runs the new marketplace and modern audiences who have been saturated with advertising and media their entire life are looking for novelty and depth in your storytelling. They aren’t looking for just another ad telling them what to buy.
In the digital world, people don’t need to depend on the advice of brands to tell them what to do. They can conduct powerful independent research in moments from their smartphones. As a result, Millennials value individuality, creativity, and authenticity.
The Purpose-Told Story is all about providing the deeper meaning of your business to an audience. It is the story of Why. There are over 80 million Millennial Americans, and recent studies show that more than any other generation, Millennials long for purpose. They don’t buy what you do. They buy why you do it.
Purpose is not the mission, it’s not the vision, and it’s not the goal. Purpose is the calling.
Brand purpose then is the real reason behind why a company does what it does. It is the constant motivator, the higher calling, ultimately the real reason for existence. When your brand is living it’s true purpose, what you do becomes the tangible equivalent of why you do it. In an age of superficiality, audiences are craving authenticity and want to know “Why do you really do what you do?”
Millennials are looking for a sense of identity and purpose in the brands they follow. While many advertisers are continuing to market based on commands and calls to actions, purpose-driven brands, illustrate their identity in what they believe in. They use methods like cause marketing or corporate social responsibility to communicate their beliefs through action and let the consumer see the higher meaning of their brand. Just like Budweiser’s famous 2017 hurricane Harvey superbowl commercial and Dove’s Inner Beauty social experiment, brands that show their higher purpose are rewarded greatly by consumers.
Brands that Sell on Purpose, don’t make a call to action. Instead, they create a Call to Belief.
If the viewer believes in your cause, you don’t have to tell them what to do. They will figure it out by themselves. By not being guided by your commands, this inherently gives them the very independence they are seeking. So next campaign you create, consider marketing your authentic purpose driven beliefs and allow others to join you in that pursuit.