What if we told you that money isn’t the most important motivator for a business? It seems counterintuitive, but cause-based or mission-driven companies are taking over the market across industry lines and connecting with consumers all over the world. Your motivation matters. It’s not just a matter of what you do but why you do it. Mission-driven companies are more likely to succeed because they’re focused on the customer and their needs. If you’re motivated by money, then your marketing and branding won’t reflect a cause. But if your motivation comes from wanting to make a difference in the world, then chances are good that your marketing should be mission driven as well.
What Is a Mission Driven Company?
Often, the way a company does business is driven by which of the following values matters most: profit, power, or purpose. So what is a cause driven organization? Mission or cause driven companies like charity clothing brands are motivated by a sense of purpose. Profits are important, and power is necessary to bring about change, but mission driven or cause driven companies value purpose above all. Everything else is a means to an end.
What Is Mission Driven Marketing?
Those companies who fight for a better world market those missions in the same way another brand might market their product. They use marketing to tell their story, and they’re not afraid to use their brand as a platform for activism. Because when you’re fighting for a cause, the traditional rules of marketing don’t apply. For example, you might think that people wouldn’t buy from brands that take political or social stances—but in fact, the opposite is true!
Benefits of Mission Driven Marketing
The benefits of cause based marketing include increased brand loyalty and credibility. You’ll also be able to attract new customers, build a strong community around your brand, and get more media attention. And as an added bonus, you might even make some money while doing it!
- Increased brand awareness because people love to spread the word about a worthy cause.
- Higher conversion rates because you’re not just selling a product or a service but also helping people.
- Greater customer loyalty because your customers feel like they are part of something bigger than themselves.
What Does a Cause Driven Organization Mean to You?
As a person who runs a business, being cause driven can help you connect with your customers and stand out from the competition. And it’s not just about bragging rights either: Being mission-driven can also help you attract new customers and build loyalty among existing ones.
Clothing Companies Leading the Way
Chances are, when you saw this headline, you had a particular company in mind as an example. Most likely, you were thinking of a clothing company. Why? There are many clothing companies that give back to animals, communities, the environment, and more. In fact, clothing companies that donate to charity, such as brands like Tom’s, are among the first that come to mind when one thinks of mission based companies.
Clothing companies that give back to the environment and other philanthropic clothing brands have been leading the charge for socially responsible marketing that champions a cause, and it has caught on like wildfire. In fact, the association of clothing brands that donate to charity with the very concept of a company giving back to the community is one of the benefits of pursuing a strategy of social responsibility.
Mission Driven Marketing by the Numbers
So what does a cause driven organization mean to consumers? In an increasingly connected society social impact causes make a big difference in the perception of your brand. Studies have shown that 79% of Americans are more loyal and invested in companies that share their ethics, such as clothing that supports a cause they personally champion. On the flip side of that, at least 3% of customers have boycotted a brand because of its stance on an important social issue, and 25% of consumers walked away from brands that acted solely in their own best interest.
Most consumers (66%) feel that trust connects them with the brands they buy from. More than half of people surveyed in recent studies (53%) consider the agreement between a brand’s values and their own a form of connection. The vast majority (84.3%) of consumers are not only loyal to brands whose values align with theirs but are actively selecting brands based on their support of social causes.
Most consumers across generational lines—64% of Gen Z, 63% of Millennials and Gen X, and 57% of Baby Boomers—will buy an eco-friendly or socially responsible product even if it’s more expensive. How much more expensive? Studies suggest that a 6% increase in price is where the line is drawn. People overwhelmingly (82%) continue purchasing from a particular brand when it has acknowledged their needs, and more than half of consumers (64%) recommend socially conscious brands to their friends and family.
It’s not just consumers, though. The workforce, which is on track to be predominantly Millennials by 2025, also has spoken on the side of socially conscious and inspiring companies. 76% of Millennials consider business to be a positive force for social impact, and six in ten Millennials review a company’s purpose, mission, or cause as a determining factor when choosing an employer. Working for a motivational company is considered more fulfilling than working for non-motivational companies. An overwhelming 81% of companies now focus more on sustainability than three years ago. Furthermore, 65% of companies paid volunteer work to their employees. It’s these opportunities for fulfillment that make all the difference.
Famous Mission Driven Companies
From clothing brands that donate to mental health to coffee companies that help the homeless to electronics brands that give back to the environment, there is no shortage of social impact examples to choose as models for your own mission-driven marketing plans. Here are three of our favorite famous social impact brands and the causes they champion.
Black Rifle Coffee Company
While there are many companies that help homeless and struggling veterans get back on their feet, Black Rifle Coffee Company goes one step further. In addition to emergency assistance and training to help veterans successfully transition back into civilian life, BRCC offers vets assistance in starting their own companies.
BRCC Non-Profit
The BRCC Nonprofit helps veterans and their families in need. The BRCC Non-Profit gets involved with local organizations, such as the Wounded Warrior Project and Operation Homefront, to provide assistance in many forms: financial assistance for housing, utilities, or food; transportation to medical appointments; or help with job training.
How Black Rifle Markets Their Mission
Black Rifle leverages its brand to support the veterans’ community. They have an active presence on social media platforms, such as Facebook, Instagram, and Twitter. They also regularly promote events that benefit veterans or raise awareness about veteran-related issues.
Tom’s Shoes
A beacon of good in the business world, Tom’s Shoes is, by far, the most recognizable mission-driven organization on this list. They’re known for their one-for-one model: for every pair of shoes you buy, they give a pair to someone in need. Tom’s Shoes is a socially responsible company that gives back to communities in need by providing shoes and employment opportunities for people around the world.
One-for-One
The one-for-one model was pioneered by Tom’s Shoes: for every pair purchased, one pair is donated to someone in need. Not only does this help people get shoes, but it also creates an opportunity for people to earn an income. The company has helped over 20 million children across the globe by creating jobs and providing footwear to those who can’t afford it.
How Tom’s Markets Their Mission
Tom’s Shoes has a clear and concise mission statement, which is easy to find on its website. They also use the slogan “Wear Good,” which reminds newcomers and returning customers alike that Tom’s uses the money they make to help people. This makes it easy for consumers to understand what they are supporting when buying from Tom’s Shoes.
Vans
Skater shoe maven Vans is among the most famous companies that give back to animals, previously partnering with the ASPCA to create a collection of products to support the organization. Recently, however, the brand has shifted focus to mental health awareness, and with that, Vans Checkerboard Day was born.
Checkerboard Day
is an annual event that celebrates the efforts of mental health awareness. The brand partnered with the Mental Health Association of America and proceeds from Checkerboard Day go towards further funding programs that support mental health initiatives.
How Vans Markets Their Mission
The mission driven marketing strategy for this partnership is simple. In addition to sizable direct donations to various creative charitable organizations, Vans employs its brand ambassadors to spread the word. Celebrities like Tony Hawk use the Checkerboard Day hashtag to encourage creativity as an outlet and bring awareness to mental health resources.
Mission Driven Company Checklist
Those most responsible for the major policy decisions of a corporation are the ones in a position to give back to the community and shift the motivation of the organization to a mission focused model. So how do you find out what motivates you? The first step is finding clarity about who you are and what makes up your brand identity. Once this has been established, it will then become clearer how to market yourself effectively within that framework and with those values at its core. If you’re a decision-maker in your organization and you feel it’s time to start giving back, here are four steps to follow to identify, support, and market a mission for your company.
Step 1: Get Inspired
If you’re looking for inspiration, there are many places to find it. You can look at your own life and the life of others. You can study nature or other types of art. The world is full of things that inspire us—look around you! Looking for inspiration online can also help you find it in unexpected ways—and without even having to leave your desk!
Step 2: Find Your Story
The next step is to find a story that fits you and your audience. The story should be relevant to your audience, and it should also be authentic—don’t be afraid to tell the truth! You want people to feel like they know you because this will make them more likely to trust you. This can take some time; don’t rush the process.
Step 3: Follow Through
Once you’ve identified a social impact mission and set out to achieve it, it’s important to know that following through on your message is just as important as the message itself. Show off your contributions, promote your partnered products, and build a brand identity around your cause.
Step 4: Leverage Social Proof
Social proof is a type of marketing that uses the actions of others to make your product seem more desirable. It can be used in many different ways to help you get more customers and build trust with them. For example, if you’re trying to sell health products like vitamins or protein powder, you could use social proof by advertising testimonials from people who have already tried your product successfully. You could also advertise how many units have sold so far—this helps show people that other people like what you’re offering and are willing to spend money on it!
Adrian Agency Helps You Help People
Adrian Agency is a full-service marketing agency that helps social impact businesses get more customers by marketing their missions as much as their services. We help companies who give back all across the country use different strategies to get people talking about their brands and products on social media, visiting their websites, and walking into their stores. We’ve helped dozens of companies to do this and have a long track record of success. We can help you too!
Final Thoughts
It’s never been a better time to be a mission-driven company. People are more aware of the impact they can have on the world through their purchases, and they want to know that the companies they support are making an impact as well. It’s important to remember that it isn’t just about having a good product or service, but also about delivering value to others in whatever way you can through your business. If you want to learn more about how Adrian Agency can help your mission driven company grow, please contact us today!