You’re MarketingKind with John Grant

Last Wednesday’s You’re MarketingKind with John Grant was an opportunity for members to come together to explore the distinction between true purpose and woke wash.

John started the conversation off by sharing three examples from across the spectrum: Ben & Jerry’s ‘Together for Refugees’ campaign, Nike’s 30th anniversary ‘Just do it’ campaign with Colin Kaepernick and Burger King’s ‘Unhappy Meals’ campaign. You can watch John’s opening remarks from the gathering below. The session continued with a group conversation in response to John’s provocation ‘Do they mean it?’.

Some key takeaways from the conversation:

• When creating a purpose campaign brands should ask ‘Is this us?’

• Every saint has a past and every sinner has a future, so every brand should be able to grow into an authentic position through the purpose they want to stand for

• We need to allow some social purpose brands and businesses may need to focus on the particular dimensions of purpose where they can make the biggest difference even if they still have a ways to go in other areas  

• A purpose campaign can create a virtuous circle, for example Dove’s ‘Real beauty’ crusade started with one poster for thigh firming cream in Germany featuring a plus sized model, which received a very positive reaction

• Where there is a more personal link between a businesses’ employees and their purpose campaigns it helps customers to connect if that link is made public. Examples include:

  • Gregg’s Chairman’s veganism and the creation of their vegan pasties

  • Starbucks’ employees’ passion for diversity and inclusion leading to their #whatsyourname campaign

• The standard test for greenwash is if a brand is trying to look greener than they are and the same test can be used for virtue signaling

• We don’t have to always be the most woke person or woke brand in the room - keep making the small steps in the right direction - if we put too much fear in the creative process it holds us back

• Purpose campaigning can engage new supporters and uncover new opportunities

• Purpose can’t just be a campaign it has to filter through the whole customer experience