Global shifts in consumer behaviour and attitudes are changing. Customers are increasingly expecting brands to stand for something bigger than the products or service they sell. As a result, 2 out of 3 people are willing to pay a premium for products that are socially responsible and committed to sustainability (Source: Social Media Week). Millennials, who will make up the majority of the workforce in the coming years, believe that financial performance is only one factor in determining the overall success of a business (Source: Social Media Week). Having a strong sense of purpose beyond profits gives employees something to stand behind and helps to build a stronger connection to the company; resulting in less turn-over and increased morale. Brands have the responsibility and resources to make a difference, and if you play your cards right, this could be a win-win for your business and community.
Here are five examples of perfectly executed purposeful campaigns from a few brands we love:
Town Shoes: Lace Up. Speak Out.
Town Shoes Limited is promoting gender equality and preventing gender-based violence with their initiative Lace Up Speak Out, in partnership with White Ribbon. Together they are helping to build a future without violence. To show your support, purchase a pair of special edition orange laces at any Town Shoes, DSW Canada, The Shoe Company, or Shoe Warehouse stores across Canada. All proceeds will go to support the cause. Join the conversation by using the hashtag #laceupspeakout and learn more about the campaign here.
eos partnered with Sustainable Surf, an ocean-health non-profit that uses the surfing lifestyle as a powerful force to protect the ocean playground. Sustainable Surf’s Waste to Waves is an award-winning program that re-imagines waste as a resource. For this initiative, eos upcycled its empty spheres into surfboards.
Fidelity’s Dedicated Denim
In 2011, FAULAHBER presented FIDELITY with the idea to create a special edition red jean for holiday release tied to the global awareness of World AIDS Day on December 1st. The team secured the Elizabeth Glaser Pediatric AIDS Foundation as a charity partner, donating 100 percent of the profits generated from the sales of the DEDICATED DENIM jean to the foundation. Along with driving a purpose, the campaign was a huge success with the media. The campaign generated over 37 million impressions. Learn more here.
Charlotte’s Red Lips
Within the first two months of the Hot Lips collection launch in 2017, Charlotte pledged to donate $2 from each tube sold to Women for Women, a foundation that supports women in countries affected by conflict and war. Additionally, she convinced all of the powerhouse beauties inspiring her collection (including Miranda Kerr, Nicole Kidman, Cindy Crawford, Kate Moss, and Victoria Beckham to name a few), to sponsor a woman through the program for a year. Learn more here.
Photo credit: Glamour
Rocky Moutain Soap Fast & Female
Every year, Rocky Mountain Soap hosts a Women’s & Girl’s Run in support of Fast and Female, a not for profit dedicated to changing the culture around girls in the sport by empowering young women ages 8 to 18 across North America. All proceeds go to the cause and in 2017, they were proud to write a $20,000 cheque to Fast and Female. Learn more here.
Photo credit – Jon Huyer, Huyer Perspectives Photography