Why ‘social purpose’ ain’t just a lick of paint …

The word ‘purpose’ has a lot to answer for right now. Organisations are using it in ways that are, quite rightly, coming under scrutiny.

Customers, employees, and stakeholders alike demand authenticity. It’s not enough to have a well-crafted mission statement or to sprinkle your website with keywords like sustainability, inclusion, or community impact.

If you’re going to claim these values, you need to live them – and ensure everyone within your organisation is part of that journey.

Why social purpose Is not a marketing bolt-on

Too often, businesses approach their social purpose as a ‘bolt-on’ to their traditional operations – an optional ‘feel-good’ addition to the core business model.

I’ve seen first-hand many times that this is at best a waste of time and at worst a costly mistake.

Social purpose isn’t a campaign or a seasonal initiative; it’s a way of operating. When treated as an afterthought, the cracks begin to show. Customers see through performative actions, and employees, who are increasingly vocal about the values they expect from their workplaces, become disengaged.

Real social purpose requires embedding your values into the DNA of your organisation. It should guide decision-making at every level and influence everything from hiring practices to supply chain management.

More importantly, it’s a story that everyone in your organisation needs to understand and believe in.

Storytelling from the bottom up

Authentic narratives don’t come from the C-suite alone.

They are built from the ground up, reflecting the experiences and contributions of employees at every level. The most compelling stories emerge when everyone – from the front desk to senior leadership – feels connected to the organisation’s purpose.

This bottom-up approach ensures that your story is:

Relatable: Customers and stakeholders resonate with real-life stories of impact, not just corporate slogans.

Credible: When employees embody your values in their daily work, the narrative becomes more than a marketing tool – it becomes the truth.

Engaging: Employees who feel part of the story are more motivated, and motivated employees create better customer experiences.

The risk of misalignment

If the story you’re telling externally doesn’t align with internal realities, people will find out. It may not make headlines, but the consequences can be just as damaging:

High employee turnover: Disillusioned employees who don’t see the organisation living up to its claims will vote with their feet.

Reputation damage: Word-of-mouth spreads fast. If your reputation ‘on the street’ contrasts with your well-constructed LinkedIn posts, your credibility will take a hit.

Missed opportunities: Customers and partners increasingly prioritise working with socially responsible organisations. A misaligned narrative can close doors to collaboration.

The most common aspect of using purpose narratives for gain and seeing it go wrong is around the environment. Several prominent brands have faced allegations misleading consumers about the environmental benefits of their products or practices. Notable examples include:

• Volkswagen: The "Dieselgate" scandal revealed that Volkswagen installed software in diesel vehicles to cheat emissions tests, falsely promoting them as environmentally friendly. This deception led to significant fines and a tarnished reputation.

• H&M: The fashion retailer has been criticized for vague sustainability claims, particularly regarding its "Conscious" collection, which lacked transparency about actual environmental benefits.

• KLM: The Dutch airline faced legal action over its "Fly Responsibly" campaign, which was deemed misleading by suggesting that flying with KLM was sustainable, despite the aviation industry's significant carbon footprint

• Shein: The fast-fashion giant is under investigation in Italy for potential greenwashing, with authorities scrutinizing its sustainability claims amid concerns over environmental impact.

• Target: The retailer faced a lawsuit alleging that its "Target Clean" labeling misled consumers into believing products were free from harmful chemicals, constituting deceptive marketing practices.

These cases highlight the growing scrutiny brands face over their environmental claims and the importance of genuine, transparent sustainability efforts to maintain consumer trust.

AI alone won’t cut it

Something we’re also seeing consistently that is connected to this trend is business owners thinking they can go it alone with AI to answer their social and purpose-led comms needs. It’s a seductive promise but if I see one more rocket launch emoji in place of actual changemaking I’m going to SCREAM!

Believing that asking ChatGPT to create a press release or blog post will suffice is a fool’s errand – like me asking it to give me the components of a car engine and expecting to be able to build a Rolls Royce myself overnight.

Unless you’re in the marketplace, workplace, or community actively making the change you’re talking about, no amount of AI or short cuts can create the brand presence you’re looking for.

As Martin Thatcher of Thatcher’s Cider once said at a networking lunch I attended, a brand starts living the very minute a customer interacts with any part of your organisation – it’s not just a logo on a supermarket shelf.

To build a lasting brand, you must believe in your purpose fully and put in the time to make the change you want to see.

That’s a comprehensive piece of work that is never-ending.

How to build an authentic narrative

Creating a cohesive and authentic story about your social purpose takes effort, but the rewards are well worth it. Here are some steps to get started:

1.        Embed purpose in strategy: Social purpose should influence every decision you make. It’s not a separate pillar; it’s the foundation.

2.        Engage your team: Make sure everyone understands the organisation’s purpose and their role in it. Encourage employees to share their experiences and contributions.

3.        Show, don’t tell: Actions speak louder than words. Highlight real examples of how your organisation is living its values.

4.        Be transparent: Acknowledge challenges and areas for growth. Authenticity doesn’t mean perfection – it means honesty (and top tip, people will like you more for it)

5.        Communicate continuously: Make storytelling a regular part of your internal and external communications. This ensures consistency and keeps the narrative alive.

Living the story

Ultimately, the best stories aren’t just told – they’re lived. For businesses with a social purpose, the story starts within. When everyone in your organisation embodies the values you promote, your narrative becomes not only authentic but also undeniable. It’s not just about what you say you are; it’s about what you prove to be every day.

Put simply, when people find out what you’re all about, make sure it’s a story worth telling.

Get in touch to see how we can support you in embedding purpose in your organisation and shaping brand stories that connect.

Contact sarah@ricepr.co.uk