This document discusses how brands are increasingly being viewed as sources of stability in turbulent times. Consumers want brands that stand for social and political issues, and three-quarters will buy or boycott based on a brand's positions. Examples are given of how companies like Airbnb, Verizon, and REI articulate their purposes through their products, principles, and public pledges. The importance of purpose beyond just marketing is emphasized, as well as ensuring purpose is authentic and lives throughout the organization over many years.

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The Power of Purpose

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The 21st century
hasn’t been easy.

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Issues are more divisive.

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Weather is more
catastrophic.

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And social activism
is on the rise.

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In a time of immense turmoil…
people are turning to brands
as islands of stability.
Richard Edelman
Chairman, Edelman
as islands of stability.

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Consumers want brands
that stand for something.

8. expect brands to make a
contribution to their
wellbeing and quality of life.
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75% Source: Havas, Meaningful Brand Study 2017

9. will buy or boycott a brand
based on its position on a
social or political issue.
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57% Source: Edelman Earned Brand Report, 2017

10. are buying or boycotting
more than they were a
year ago.
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30% Source: Edelman Earned Brand Report, 2017

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People don’t buy what you do,
they buy why you do it.
Simon Sinek
they buy why you do it.

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A life outdoors is a
life well lived.

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You can’t find your
purpose on a whiteboard.

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A framework for purpose
Products
What fuels you
Principles
What guides you
Pledge
What invites others

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Products
Global network of homes
to stay in
Principles
Acceptance of all customers
regardless of background
Pledge
5-year goal to provide short
term housing for people
displaced

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Purpose travels
on Twitter.

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2.5K 36K 82K
Airbnb
@Airbnb
Acceptance starts with all of us.
#WeAccept
5 Feb 2017

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71K 1.7M 4.6M
Barack Obama
@BarackObama
"No one is born hating another
person because of the color of his
skin or his background or his
religion..."
12 Aug 20171.71.61.51.41.31.21.1

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Sam
@SamMartin_6
Leo and I are donating 6 lbs of dog
food to Houston for every retweet this
gets!!!! RT RT RT RT!!
31 Aug 2017
@sminero

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Stand for something
without taking sides.

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First Responders
#AllOurThanks

22. Deploying
mobile towers
and generators
Supplying
communication
gear to firefighters
Hosting demo
days to educate
on new
technology
@sminero

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Brooke
The #AllOurThanks commercial is
seriously touching.
This year is my 4th year w/fire service.
My sister and brothers 3rd. Our dads
50th. We all couldn’t be more grateful
to do what we do.
4 Feb 2018
Source: Crimson Hexagon
I’m so blessed to be in the first
responder family. ❤
Great job @verizon!

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36. 1:1 Content

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Turning #OptOutside Into
an Everyday Call to
Action

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Products
Gear and apparel to
enjoy the outdoors
Principles
A life well lived is a life
outdoors
Pledge
Commitment to pay
employees to take off on
Black Friday

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Does your brand
have a right or role
to be here?

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Will this stand up 10
years from now?

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Are you doing or just
saying?

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Purpose is in our DNA

45. So we built a stage...

46. So we built a stage...

47. #HereWeAre

48. [video]

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#ThankYou