Connect with the help of purpose

It’s business critical to understand who your future customers are. That’s how you identify your unique opportunities to drive positive change and find growth.​
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Your next customer is already deep in discussions about the things that truly matter to them. They engage daily across global borders, drawn together by shared values, expressed as interests and causes. People are passionate about some things and frustrated by others. They also deem some things more important and worth paying extra for. ​

As a business, you need these insights, so you can tap into the movements they are engaged in, or even create a new movement that they will eagerly join. A purpose based in values that your customers share with your business is a unifying force that can bring your worlds together.

Nike is a great example of a massive business that knows their target customers can connect through values. One example was its “Dream Crazy” campaign in 2018 featuring Colin Kaepernick, that struck a chord with a progressive audience globally.

In contrast, in early 2023, the beverage giant Anheuser-Busch experienced the power of values, in the form of a negative backlash. When Bud Light partnered with transgender influencer and activist Dylan Mulvaney, it shook parts of the brand’s fan base. Critics called for boycotts, cheered on by celebrities like Kid Rock. Almost a year later, the brand has not recovered from this miscalculation.

To grow your business by driving positive change, you need to have a clear understanding of both your current and future customers. Soberly look at your unique mandate to act as a uniting force, and support people in their everyday life, dreams and aspirations.