It’s such an exciting time to be in business today. People are building businesses that feel meaningful to them and prove valuable to others.
The demonstration of a company’s authentic commitment to a purpose has become part of the customer’s buying decision. Engaging new buyers in memorable, experiential and truthful ways is contributing to deeper, longer-lasting, and more fruitful consumer relationships.
Putting in the effort to get this right creates both financial and social impact. Today, brands can do better by choosing to do good.
After 25 years in marketing, nine of these running my own marketing consultancy, I hit a point where I realised that too much marketing is meaningless – it’s just veneer and gloss.
This was a pivotal insight for me. I saw costly and lengthy attempts at marketing for marketing’s sake, marketing that was not brand aligned, nor joined-up, nor sustainable, nor effectively measured.
So I re-evaluated the work I was doing and the purpose I wanted to live. I worked through my own process to connect with my core values. I designed a meticulous marketing process that is from purpose, with purpose, on purpose. And I vowed to advance the ‘doing well by doing good’ agenda.
I love steering companies with a clear purpose and set of values through the early stages of strategic thinking and on into defining and creating their brand. And then of course the really rewarding bit – for me, but especially for my clients – is to see the difference that well-focused, thought-out, purposeful marketing actually makes.
Purpose 2020 ‘Inspiring Purpose-Led Growth’, Kantar Consulting
I live and work near the village of Sorn, in Ayrshire, Scotland. When it’s time for a break, I walk my dogs up the hill at the back, and then come home for a cup of tea. Simple. Sufficient.
I’m mindful of resources – what we generate, use up and conserve. I try to do more with less. I lean toward minimalism at home and at work. I enjoy a simple life.
At home I try to generate as much energy as the Scottish climate will allow, and insulate my old house the best that I can, to minimise my use of power, mindful of my impact on the planet.
In a similar way, I now take better care of my health; because our energy is a finite resource, and to do my best work I need to be rested and present. I manage my energy so I can do purposeful work. I believe the role of business is to be a force for good; that’s why I help businesses understand and commit to the positive impact they can make.
Simple. Sufficient. Sustainable. And so rewarding, when I can support fellow business owners to start to ‘do well by doing good.’