Are we all tired of brand purpose now?

Is setting your business’ purpose a futile ride on a tired bandwagon? A self-indulgent waste of time? A shallow marketer’s hack for brand engagement?

It’s 20 years since Cluetrain said ‘Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about.’ And it’s 10 years since Sinek proposed we Start With Why.

It got into marketing’s bloodstream. Everyone started talking about it. And now we’re all tired of purpose.

In the face of brands setting-to with purpose-washing, it’s easy to be cynical.

And sometimes our world seems hell-bent on soulless profiteering and destruction.

But cynicism is a drain. It’s a defensive position to be in and it saves energy at least for a while. But ultimately it doesn’t get you anywhere good, or help those around you and those that will follow. It leads to apathy.

The opposite of apathy, perhaps, is optimism. A harder option, it requires taking a risk as you put yourself out there, exposed. Investing your energy into making a positive change. You will make mistakes. You could fail. So you have to be resourceful and resilient. Exercise hope.

Setting up F&G, our very first conversations were about what gets us out of bed in the morning. We’ve set aside the cynicism. We want to be true to our principles. Even if they prove to be expensive. Because we think that way, we can make a difference.

There are very big problems in the world that need to be fixed. Climate change, poverty, disease, inequality. And there are clever, creative brains out there looking for ways to solve these problems.

We want to help them succeed.

So WHY does F&G exist?

  • Our purpose is to help businesses that are using technology-for-good to grow
  • And we want to contribute to a positive economy in the South West, creating work, jobs, value and impact
  • And we want to have fun doing it

Does that sound naively breathlessly optimistic? Does your business have a genuine purpose? Let us know what you think.

Image Credit: The University of Tampa American Marketing Association

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