How brands can play a more progressive role in society

Havas Red's new white paper explores how brands can contribute to wider society

Havas Red has launched a new white paper titled ‘Purpose Gets Personal.’

The thought process has been guided by the group’s ‘Meaningful Brands’ report, which explores how brands can improve peoples’ lives, enhance their personal well-being and contribute to wider society.

It states “Brands, more than ever, are more than just a name. Amazon isn’t just an online retailer and cloud service provider — it’s delivering on its mission to make customers’ lives better and easier every day, investing in communities, generating economic benefits and vitality, and using its scale, technology, resources and passion for innovation to support underserved community members. 

“Whole Foods isn’t just a grocery chain — it’s a purpose-driven company that aims to nourish the people and the planet, and set the standards of excellence for food retailers. 

“Nike isn’t just a footwear and apparel corporation — it’s moving the world forward through the power of sport, levelling the playing field and expanding access to sports for everyone.” 

The study found five ways to make purpose personal across industries, including using brand power for good such as being a good employer, contributing to the community, support the vulnerable and act sustainably to meet the economic, social and environmental challenges of today.

Kwasi Mitchell, Chief Purpose Officer at Deloitte, said: “Purpose wasn’t a common element of corporate strategy 10 years ago but organisations are now seeing the invaluable role of purpose, so it has become a centerpiece on leadership agendas.

“As organisations turn their focus to measuring the outcomes of their purpose goals, they’re seeing the importance of embedding purpose into everything they do to ensure their efforts can weather macro conditions and create lasting impact felt by their people, clients, and communities.”

Another way is  brands having a purpose platform that is personal to them and their stakeholders. From purpose-driven consumers to values-driven employees and performance-driven investors, being transparent keeps all stakeholders informed to foster dialogue, enable engagement and drive real change.