Purpose-driven brands

Posted: May 7, 2015

The growing expectation that brands should make meaningful contributions to the world has put pressure on marketers to find profitable ways to do so. They must carefully select causes that align with the brand’s ethos and can be seamlessly woven into their business models. Strategic marketing consultancy, Added Value, highlights five brands that have successfully proven that they’re purpose driven.

  • Facebook social partnership

When a child goes missing, time is of the essence. Facebook has recently announced a new partnership with AMBER, a US government agency dedicated to broadcasting announcements about missing children. Facebook users within a defined location range will now receive alert notifications in their News Feeds each time there is a child missing.

  • Royal Caribbean coming clean

Cruising on crystal blue oceans is a dirty business. So it is encouraging to hear that Royal Caribbean Cruises has announced it will retrofit 19 of its ships with advanced emissions purification (AEP) systems, also known as scrubbers, which will remove more than 97% of the sulfur dioxide emissions generated by the ships’ diesel engines.

  • Patagonia and Yerdle make ‘giving’ profitable for all

After its famous ‘don’t buy this jacket’ campaign, Patagonia (a retailer of outdoor clothing and gear) is now investing in Yerdle, a start-up that allows users to earn credits by giving away stuff they no longer want … which can be used to ‘buy’ items that they do have a use for. The two partners are also launching a series of worn-wear swap events at Patagonia retail locations across the country.

  • Absolut goes underground

Absolut is backing the transformation of an abandoned trolley terminal in New York into the world’s first subterranean park: The lowline. The project, which was partly funded through kickstarter early 2012, is now getting more support from the iconic alcohol brand that will donate $1 from each sale of the new Absolut Lowline cocktails in participating bars.

  • Asda gives misshapen fruit a second chance

Countless tons of fresh fruit and vegetables are wasted in the UK because supermarkets won’t accept misshapen produce. Retailers fear consumers will be put off by the imperfections despite the fact that they taste the same. Jamie Oliver’s new television show “Jamie & Jimmy’s Friday Night Feast” highlighted this issue, which led Asda supermarket to put misshapen fruits on their shelves at a discounted price in a national trial at the end of January.