What big brands can learn from social enterprise
Be interesting. Tell the truth. Live the truth.
They’re words to live by. And if you had worked with 19th century ad man John Powers, words to advertise by.
All the talk in marketing circles about brand purpose and integrity — making a promise worth caring about and sticking to it — may seem like a recent phenomenon. But it has always just been good, honest marketing. The rising number of conscientious consumers and their increased ability to sniff out insincerity has brought it back in vogue.
The current talk of ‘doing well by doing good’ has been led by the likes of Unilever, M&S and Sainsbury’s. But given their outsized reach, influence and marketing spend these stalwarts, by their own admission, have little to show in the way of consumer interest in their social and environmental activities.
Compare that with the success of Rubies in the Rubble, a brand of chutneys made by disadvantaged women from produce that would otherwise go to waste. Started as a one-woman operation only four years ago, the brand commands the kind of PR and customer loyalty more established brands dream of.
There are hundreds, if not thousands, of ‘rubies in the rubble’ these days — startup brands and social enterprises growing a loyal following that’s committed enough to the company’s mission to part with their cash, and interested enough to spread the word to friends and family.
You could argue that their size makes these upstarts quicker to adapt to market trends, a key advantage over bigger brands. But actually, it is one of their greatest disadvantages that makes them so adept at generating profit through purpose. When you can’t count on a large, captive customer base, you have no choice but to pair your mission with a strong, relevant customer benefit. Consumers simply aren’t interested in vague policies that “put sustainability at the core of our business” but offer nothing tangible for them. Simply put, you need to be interesting.
But do tell the truth. There’s nowhere to hide today, so greenwashing — making your social or environmental impact seem more positive than it is — will erode trust rather than bolster it. Assuming you’re telling the truth, the way you tell it is crucial — a good story your customers can relate to is much more effective than preachy jargon and wooly clichés.
Most importantly, live the truth. Words are no substitute for doing something that makes a tangible difference to the world in a way that fits your brand and customer needs.
Innocent, Nest and Tesla understood these rules early on and are now competing with brands that have been around since John Powers’ day. To stay relevant, incumbents should summon some powers to create their own rubies.
Daianna Karaian is the founder of Thoughtful Works and editor of Thoughtful, bringing together commercial creatives and mission-led startups to make things that make a real difference.
This article first appeared in The 101er.
