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The Mindful Marketing Opportunity


The Mindful Marketing Opportunity

On August 19, 2019, 181 CEOs of the world’s largest corporations – Apple, Amazon, Coca-Cola, Microsoft or Pfizer , to name a few – signed the Statement on the Purpose of a Corporation . In this Declaration, it is stated that ” companies must not only serve their shareholders, but also provide value to their customers, invest in employees, deal fairly with suppliers and support the communities in which they operate .” With this document 22 years of the current mantra in the economic world were concluded, according to which, the ultimate goal of a company was “to maximize the value for the shareholders . The “Era of Purpose” was born and its consequence: “conscious Indian B2B Phone List”.

At the UPF Barcelona School of Management , we wanted to echo the irruption of the purpose in management throughout 2020. To do this, we addressed this issue in the first of the two days of the #NextMarketing event , held at the end of October 2020. Under the title “ Conscious business: Insights, Purpose and Disruption ”, I had the privilege of moderating the first round table in which the following participated:

Gemma Cernuda , CEO of Ellas Deciden,
Marta Colomer , Eurofirms Group Marketing Leader
Jordi Torrents , CEO of Collaborabrands and director of the Master in Strategy and Creative Management of the Brand at UPF Barcelona School of Management.
Consolidating trends
According to a study that the consulting firm Collaborabrands has carried out monthly since June 2020, there are three trends that are consolidating:


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digitization (massive incorporation into the use of digital channels for communication and purchases),
localism (preference for proximity products)
social involvement (growing demand for brands to have a point of view on social problems and get involved in their solutions).
Without a doubt, one area in which they must continue to be involved is gender equality. “ Brands that do not incorporate a conscious vision of the gender perspective in their decisions. They do not realize that 80% of the purchasing power is in the hands of women. They are losing sales opportunities and hurting their profitability ”, stated Gemma Cernuda .

Purpose and authenticity
This demand for social involvement towards brands has made them wonder about their purpose in the world. Marta Colomer thus conveyed her vision in this regard: “ the purpose is the soul of the company. Increasingly, both consumers and corporate decision-makers are demanding that brands demonstrate good practices. They prefer to work with those who vibrate like them ”.

However, the challenge for adopting a purpose is that it is authentic. Unlike CSR – which has been accused so many times of being an instrument of corporate ” green-washing ” – the purpose must necessarily have a DNA of authenticity. Otherwise, it will be perceived as the following business malpractice, for which the term “ purpose / trust-washing ” has already been coined .

A plus of relevance for Betting Email List
The purpose is therefore an increasingly inescapable need for any type of organization. However, we already see it, the great challenge is not to formulate it, it is to live it. As Jordi Torrents explains : “ products are increasingly irrelevant; the purpose provides relevance to the brand discourse. Of course, it will only be understood as genuine if its sequence is Be-Believe-Do-Say ”.

In other words, the marketing team can have a highly effective persuasive lever on your organization’s purpose. A lever that will provide them with a relevance that they would hardly obtain through the communication of their products or services.

Opportunities and risks of disruption
As always in life, taking sides for a cause also carries risks. For brands that do, the risk is to polarize their audiences. This has happened with the recent Nike campaign , in which he took sides in favor of Colin Kaepernick’s protest attitude : “ Believe in something. Even if it means sacrifying everything ”. It is true that some people recorded videos burning their Nike shoes… but their online sales increased by 15%. They probably think at Nike that a few more haters don’t matter if, in return, they increase their fans… who are their true high-value customers.

Regarding all this, Marta Colomer pointed out that “the commitment must be disruptive” and Gemma Cernuda concluded by saying that “it is the moment for brave brands”.

Conscious Marketing and Leadership
We can conclude from all of the above that there is a great opportunity for marketing leadership: taking charge of the “why” of your organization. It is therefore about assuming the challenge – and the responsibility – of promoting that the General Directorate defines the purpose, inoculates it in the DNA of the company and ensures that the entire organization acts in coherence with it, consistently over time. . All of your stakeholders will reward you.

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