Purpose and Sustainability are the hot topics in marketing in 2021.
Purpose now sits at the core of marketing. Purpose is “an organisation’s enduring and meaningful reason to exist, that aligns with long-term financial performance and provides a clear context for daily decision making and unifies and motivates relevant stakeholders.” Edburt, Hurth, Prabu
Sustainability becomes intertwined with purpose as we look to serve the long-term well being of everyone and every thing. This should be the overarching goal of any organisation. The Mindful Collective
In this recording of a recent webinar I’ll take you through the things you can do to position higher purpose and sustainability at the heart of your marketing.
Watch the recording
“The ability to be maintained at a certain rate or level” – Oxford Languages
“The avoidance of the depletion of natural resources in order to maintain an ecological balance” – Oxford English Dictionary
“Meeting the needs of the present, without compromising the ability of future generations to meet their needs” – United Nations
“Managing financial, social and environmental risks, obligations and opportunities: People, Planet, Profits” – World Business Council
These are just some of the key definitions I explore and how to use them to shape your purpose and sustainability strategies in your marketing.
Other topics I cover include:
1. Defining purpose
2. Defining sustainability
3. Unprecedented Change
4. Search for Competitive Advantage
5. Long Term Sustainability
6. From business survival
7. Through innovation and pivoting
8. To manageable endurance
9. Creating Enduring Value
10. What Does Your Customer Value
11. Finding Your Purpose Sweet Spot
12. Aligning Purpose and Value
13. Engaging Everyone
14. Mindful Business Model
15. Prioritise The Quick Wins
This is a really important topic right now and I am very interested to know what you think and especially if you have examples of where these ideas have been put into good practice in organisations and businesses you know.