How to Build a Brand That Contributes to a Greater Cause

Having a greater cause behind your brand matters — not just for consumer perception of what your brand does, but for your ability to do good in the world. A social impact edge isn't for every company, but when you give back or align your brand with helping the world, people notice. Research from Zeno's 2020 Strength of Purpose reported that when consumers perceive that a brand or company has a strong purpose, they are six times more likely to defend or protect the company if there's ever a misstep. They're 4.5 times more likely to recommend it to their friends and family and become a champion behind it.

SDI Productions | Getty Images

But despite this research, Carole Cone on Purpose shared that only 24 percent of their business respondents reported having a purpose embedded in their business. And while it's true that you shouldn't add purpose or social impact for the sole purpose of resonating more with consumers, it is important to assess: What does my brand stand for? How do we help the world? How can I connect my profit with a greater purpose? Here are some things to consider in that assessment.