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Embodying purpose throughout the ecosystem
As demonstrated by our survey data, the expectations of purpose-led consumers go beyond symbolic gestures (viewed as “greenwashing”). Companies must now infuse a clear purpose – aligned with target customer values – in every aspect of their operations, supply chain, and ecosystem.
So how does this translate into consumer marketing? One recent example we’ve seen is a highway billboard between Amsterdam to Antwerp. The billboard displays the slogan ‘Long Live the Rainforest’, next to a small package of butter. It’s an everyday product with a powerful message: choosing this spreadable butter can contribute to saving the rain forest. The choice to support the rainforest through everyday products demonstrates how a company's clear purpose can shape decisions across the entire value chain, from raw materials to production to marketing and communication.
Companies need to evolve from a growth-at-all-costs mindset to an operational model where purpose and consumer values are kept at the heart of every organizational element. Recognizing that consumers and their drivers are the catalysts for change, organizations must proactively identify consumer motivations and purpose. Quantitative surveys alone won't suffice; qualitative insights gained through interviews,and participatory observation offer a deeper understanding of consumer values and standards.