In today's competitive business landscape, it's more important than ever for companies to have a clear and compelling purpose that resonates with customers, employees, and all stakeholders.
A strong purpose not only helps companies stand out from the competition but also attracts and retains top talent, fosters innovation, and drives growth.
While communicating a company's purpose has traditionally been done through conventional marketing and PR efforts, the rise of digital solutions has opened up new opportunities to reach audiences and showcase the company's values and impact.
From creating a compelling website to leveraging social media and digital advertising, there are many ways that companies can use digital solutions to communicate their purpose and values in 2023.
More importantly, blurred lines between digital and physical worlds allows companies to engage and converse with customers faster and easier, making purpose more of the conversation, than a statement. As a result, companies that do it best can see increased loyalty and engagement, which puts them ahead of ever-increasing competition.
In this article, we'll explore some of the most effective digital solutions for:
1) Creating a compelling purpose-centric digital experience.
2) Using gamification to highlight Corporate Social Responsibility (CSR) initiatives.
3) Engaging employees in a company's purpose and values.
1. Creating a compelling purpose-centric digital experience
A company's digital experience refers to the interaction and overall experience users have with the company through its digital platforms, such as websites, apps, and social media.
It encompasses everything from the user interface, ease of navigation and responsiveness to the relevance of content, personalized experiences, and overall customer satisfaction in the digital space.
At Brandbuch, we deeply believe that by creating a purpose-centric digital experience, you can build a strong brand reputation and attract talent, customers and stakeholders who share your values.
Here is our team’s pick of some companies who do this well – and why it works:
Digitec Galaxus is the largest Swiss online retailer, offering pretty much everything but electronic goods and tech. The brand, which has a turtle as its logo, wants its customers to be able to make the most informed and sustainable purchasing decisions possible.
As part of its ‘Honesty is the best policy’ campaign, its website shows how often customers return products, how often products break during the warranty period, and how long it takes for a warranty claim to be settled.
To place purpose at the center of its user experience, Digitec Galaxus understood that it needed to be totally transparent and move the power back to the user rather than the seller.
Users would now be able to see how products performed when comparing different brands. This allows users to make informed decisions at all times rather than relying on the brand's promises. This ‘Honesty is the best policy’ feature aligns with their company purpose and makes it real and relevant for users. It is what we like to call Storyproofing™.
Why Melissa likes it: “I love the simplicity and impact of this action. Digitec Galaxus manage to gain the user’s trust by making them feel they have all the information in their hands. As a user of Galaxus myself, this made me feel that the company walks the talk and I can trust them even if I want to buy expensive items. I cannot say the same about their competitors.”
2. Heura Foods
Heura is a plant-based meat producer in Spain that puts purpose at the center of the whole digital experience. The user enters a ‘plant-based world’ where they can really understand what happens in the meat industries, get educated, hear stories, be inspired by recipes, understand the journey the team has gone through, and find out about different initiatives. They've become content creators and experts/educators and they use the digital experience to strongly communicate a message and empower their own voice.
Why Andrea likes it: “I find the whole digital experience fascinating. There’s an incredible level of detail and you can feel the sense of purpose everywhere you look. It’s a 360o digital strategy, reinforced by their social media presence. The fact that they’re trying to educate their customers makes me feel confident about the products I’m consuming – since it’s a brand I buy myself. The level of detail they go into gives the customer reassurance and helps in the decision-making process.
3. Bombas
Bombas is a sock company that has a mission to donate a pair of socks for every pair sold. Their website features customer reviews and testimonials, which not only help to sell their products but also showcase their impact. They also have a ‘Giving’ page that highlights their partnerships with various nonprofit organizations.
Adding purpose into the whole shopping experience transforms the overall philosophy of buying consumer apparel.
Now it’s not only buying socks and t-shirts, but it’s also creating a real impact in underprivileged communities worldwide. It gives a customer a sense of purpose that is associated with their online purchase. A win-win for everyone.
Why Tauras likes it: “I love the Bombas example because you can see that their pledge to create impact through their product is not just hidden in some CSR page or just linked in the website’s footer. It’s really right there in the forefront of their digital presence, making it very clear what their purpose is. Throughout the homepage, navigation and product pages, you can learn about their ‘One Purchased = One Donated™’ program and the impact it has created. That just makes me want to become their customer right away.”
4. Doconomy
Doconomy is a carbon audit company. After helping companies to evaluate their footprint, it released ‘Re-Store’, a kind of new sustainable step/check in any shopping experience. Indeed, this tool connects consumers to businesses that can help them reduce their emissions. First, it allows people to calculate a rough estimate of their carbon footprint. Then, Re-Store allows them to match their high-impact usage categories with lower-impact solutions from some selected brands. The tool has been launched in Sweden with 13 brands, including Volvo and Swedish energy company Telge. It should be expanding soon to Japan and Germany, and across Europe by early 2024.
Why Hugo likes it: “In my point of view, Doconomy is super interesting because it pushes its purpose to a climax of consistency and credibility with this 360o approach. It maps the different areas, individuals, and moments when we have eco-impacts – from corporate to personal, from transactions to lifestyles – to bring global but individual awareness, and some concrete solutions.”
2. Using gamification to highlight Corporate Social Responsibility (CSR) initiatives
Corporate Social Responsibility (CSR) initiatives are an important way for companies to demonstrate their commitment to social and environmental concerns. By aligning their purpose and values with social impact, companies can build a stronger brand and foster more loyal customers and employees.
One powerful way that companies can engage their stakeholders and promote their CSR initiatives is through gamification. By using game-like mechanics such as challenges, rewards and competition, companies can create a sense of fun and excitement around their sustainability efforts and encourage more people to get involved.
For example, companies can create mobile apps that reward users for taking eco-friendly actions, such as recycling or reducing energy consumption. They can also create virtual games that educate consumers about sustainability and encourage them to make more sustainable choices.
By using gamification, companies can make their CSR initiatives more accessible and appealing to a wider audience, and make a positive impact on society and the environment.
Here are some amazing examples:
Nike+: This is a mobile app that tracks users' workouts and provides feedback and motivation. Users can earn badges for achieving specific milestones, such as running a certain distance or completing a certain number of workouts. Nike+ has been used by Nike to promote its CSR initiatives, such as reducing its environmental footprint and promoting active lifestyles.
Recycle Rally: A program that encourages school children to recycle by creating a competition among schools. The program was created by PepsiCo Recycling to promote sustainability and raise awareness about recycling. Recycle Rally has also been used by companies such as Frito-Lay to promote their sustainability efforts and engage consumers.
Climate Pledge Friendly: A certification program that helps consumers identify products that meet sustainability standards. To promote the program, Amazon created a virtual game that challenges players to identify sustainable products based on their environmental impact. The game has been used by Amazon to promote its sustainability efforts and educate consumers about sustainability.
3. Engaging employees in a company's purpose and values
Employee engagement is a crucial element in promoting a company's purpose and CSR initiatives.
By involving employees in the company's sustainability efforts, businesses can create a culture of purpose that helps employees feel more connected to their work and motivated to make a positive impact.
This can take many forms, such as offering volunteer opportunities, promoting sustainability-related training and education, or recognizing and rewarding employees who demonstrate a commitment to sustainability.
When employees feel engaged and invested in the company's purpose and CSR initiatives, they are more likely to contribute to these efforts and become ambassadors for the company's purposeful message.
This can lead to improved business outcomes, such as increased productivity and innovation, and a stronger connection with customers who value socially responsible companies.
Here are some amazing examples of that:
1.PepsiCo’s One Smile At a Time: An initiative developed by Brandbuch for our client PepsiCo that unites volunteer efforts among more than 300,000 employees worldwide. This program is powered by a mobile-first app, translated into 16 languages, that is accessible to all employees worldwide and allows them to see the volunteering opportunities close to their location. All participants can also see how many smiles each region accomplishes (1 smile = 1 hour of volunteering) and give rewards for the most active regions. The digital platform enables and incentivizes employees to share pictures and reviews of their volunteer experience. Since its launch, volunteering at PepsiCo has increased by 120%.
2. SAP TwoGo: SAP TwoGo is a ride-sharing platform that helps employees commute to work together. Users earn points for each shared ride, which can be redeemed for prizes and incentives. SAP TwoGo has been used by SAP to promote sustainability and reduce its carbon footprint. When The Schwarz Group, which owns Lidl and Kaufland, introduced Two-Go it saw results immediately with over 550 registered users, more than 700 carpools, and a lot of CO2 saved. Through TwoGo, the Schwarz Group has been able to make a decisive contribution to greater climate protection, reduce the morning rush of traffic, improve the parking situation for its employees and sustainably reduce the company’s ecological footprint – a win-win situation for the environment, employees and the company.
Summary
As we move into the future, it's more important than ever for companies to demonstrate their commitment to sustainability, social responsibility, and ethical practices. Digital solutions can help them achieve these goals while staying connected with their stakeholders.
At Brandbuch, we pride ourselves on applying a purpose-centric approach to everything we do – and it’s no different when creating digital experiences. If you want to maximize engagement, you really do need to put purpose at the center of everything. Talk to us and we’ll show you how to do it.