The Power of Purpose

At Sphere, we’re a diverse group, but we all share the same core values and mission. Just as importantly, we’re lucky enough to have partnered with clients that share those values. There’s no doubt that you do better work when you believe in the product.

Two recent examples that come to mind are Enphase Energy, the fastest growing clean energy technology company in the world, and Rebooty, a 100% recycled paper brand that puts 50% of its profits towards reforestation. These brands epitomise the potential that emerges when passion, purpose, and sustainability converge. When your work aligns with a greater cause such as these, the motivation to put in extra effort becomes effortless.

Not only does it motivate us to work harder, research shows that consumers also prefer brands that have a purpose beyond just profits. 77% of consumers say they have stronger emotional bonds to purpose-driven companies and 57% are willing to pay more for an equivalent product from a purpose driven brand.^[1]

Of course, aligning your brand with a cause doesn’t always come without risk, as Bud Light discovered this year when the brand partnered with a transgender influencer to promote a Bud Light contest. A single social media video saw conservatives around America call for a boycott on the drink (including Kid Rock, who famously filmed a video of himself shooting slabs of the drink). In fact, Anheuser-Busch, the producers of Bud Light, stated that their revenue dropped more than 10 percent in the United States in comparison to the same quarter in the previous year. This decline was primarily due to reduced Bud Light sales.

Bud Light not only managed to anger conservatives, but also upset the queer community by their apparent abandonment of the community once the backlash began. All of which highlights that cynically connecting your brand with the latest popular cause is lazy marketing – consumers will see through it. This type of mistake is most often seen in brand’s that don’t have a North Star. A North Star is a short statement that helps focus the brand and guide business decisions (named after Polaris, the North Star that sailors once used to navigate the seas).

When a brand has a North Star, it is better placed to align with a cause that is authentic and true to the brand’s core values. For example, Dove has successfully executed campaigns challenging traditional beauty standards, resonating with consumers because it is relevant to the product category and true to the brand’s North Star.

Ultimately, for us, the power of working with brands we believe in cannot be overstated. While Enphase and Rebooty are shining examples, they also represent the start of a growing trend. It’s inspiring seeing so many new brands that are committed to improving the world in meaningful ways – whether through sustainability efforts or community-focused initiatives.

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