Avoid purpose-washing when aligning advertising with a purpose- Swildens

By Zion Rufus

While more intentional and purpose-driven marketing and advertising have been projected to take center stage this year, advertisers have been advised to avoid “purpose-washing” when trying to align their advertising with a purpose.

Particularly in an era where consumers are quick to boycott brands based on social stances and values, and call them out for simply stating values without backing them with actions, Mailine Swildens, Google EMEA director of creative works in her submission for the top digital marketing trends and predictions for 2023, has pointed out that as more companies push to adopt standards that demonstrate their commitment to ethics and a sense of responsibility, a commitment to causes must be authentic, long-term, and supported by actions beyond words.

“People have been prioritising sustainability and they want brands to help them make sustainable choices more manageable. They also expect organisations to have an impact on society more than ever before and align promises with actions. In response, we’re seeing brands shift from purely looking at minimising their own environmental impact to focusing on a greater purpose. They are taking a more active role to highlight important causes and inspire action,” Swildens stated.

The rise of purpose-driven marketing has helped marketers to shift significantly from putting out only entertaining, helpful, and interesting ads, to putting out personable contents and products that consumers can resonate with, to promote a deeper personal connection between the brand and its consumers.

However, treading carefully between purposeful marketing and “purpose-washing” will require thinking beyond products, services, and transactions to making more authentic commitments and impacts on your customers.