Today’s customers expect more than just a quality product or service. They want to feel good about the brands they choose. For a lot of people, that means supporting businesses that stand for something. If you’re not thinking (and talking) about your brand’s social impact, you’re probably missing a trick.
More than three-quarters of shoppers say they prefer to buy from brands that reflect their values and around half have chosen to avoid companies they feel don’t align with those values.
With 3 in 4 consumers wanting to purchase from brands with CSR initiatives, it’s clear: consumers are conscious about how brands behave. Kindness, transparency, and authentic values are brand qualities that can give businesses a real competitive edge.
What is purpose-driven marketing?
At its core, it’s about knowing what you stand for and letting that shape everything you do. It’s about having clearly defined values, developing an identity to align with them, and then positioning to authentically communicate with purpose. More than simply donating once a year, it’s about consistently making choices that will make a meaningful difference, then authentically sharing your story with audiences.
Social media platforms offer a great way to do this, but in a world where 272 TikTok videos go live every second and we’re hit with around 5,000 ads a day, ‘purpose’ alone doesn’t guarantee you attention. The brands that stand out do so by backing up their words with action.
Partnering with a cause that aligns with your brand values can create impact. Brands can create the opportunity to build emotional connection with audiences if they get their collaborations right. When your commitment is authentic, you lay the foundations for trust that may blossom into loyalty and advocacy.
Charities need support more than ever before. In 2024, fewer than half of UK adults donated to charity; a drop of about 4 million donors since 2019. Brands can use their platforms to give causes a louder voice.
Social media: Your biggest ally (if you use it right)
A huge 93% of consumers say brands need to keep up with online culture, so being on the platforms where your target audience hang out is important. And what better way to engage them than with meaningful content.
More than boosting the charity’s reach, purpose-driven content can give your brand a commercial edge. People are in fact 4 times more likely to buy from brands that have a strong purpose. Research shows 70% of UK shoppers spend more on brands they see as authentic and one in three are more likely to pick brands that donate to charity.
But how do you make this work in the real world? Here’s an example that gets it right.
JLab & The Music Man Project:
JLab is a personal technology brand built on the belief that great tech should be accessible to everyone. Their recent campaign, “for every you,” reflects a commitment to designing products that meet real people where they are – supporting diverse needs, lifestyles, and abilities. The Music Man Project is a charity bringing music education to people with learning disabilities. JLab’s dedication to accessibility and inclusion made their partnership with The Music Man Project a natural and meaningful fit.
The partnership began when JLab hosted a festive gifting party, handing out product to members of The Music Man Project. When JLab shared the story on Instagram, reach rocketed up by nearly 400% when compared with the average posts in the same month.
More recently, when the London Marathon came around, JLab supported the CEO of TEAM LEWIS Foundation (running in support of The Music Man Project) with a pair of their sports earbuds. Candid videos captured on marathon day showcased the product alongside The Music Man branding. JLab used these clips to create an energetic social reel that was both genuine and effective.
What’s the impact? JLab showcases its products while simultaneously amplifying The Music Man Project. Both benefitted from authentic visibility and achieved new reach.
The Triple Win: Brand, Cause, and Customer All Benefit
Here’s why it worked:
- Niche targeting: JLab reached runners and fitness fans.
- Positive brand perception: JLab showed authentic support for a good cause.
- Mutual amplification: The charity reached new viewers, the brand demonstrated its values, and the audience saw real-world proof.
Making It Happen: How to Build Real Partnerships
Want to do this yourself? Keep these top tips in mind:
- Shared Values: Pick a cause that truly aligns with your brand values. Don’t just choose what’s trending – look for a charity whose mission overlaps with yours.
- Be Real: Overhyping your involvement will backfire. Be authentic with how you show impact.
- Think Long-Term: One-off collaborations are great, but the most successful partnerships grow over time.
Tips for amplifying your partnership on social media:
- Ride the wave of key events. Link your content to cultural moments, awareness days, or trending topics.
- Encourage user-generated content (UGC). Get your audience involved – posts, reels, stories. Make it a two-way conversation.
- Keep product placement organic. Don’t force it. If the partnership is real, the connection will come through.
- Mix up your formats. Use carousels, reels, stories, and static posts. Different content hits different people.
- Involve influencers. If you work with an influencer who aligns with both brand and charity partner, bring them into the mix! It’s another way to increase organic reach.
The Takeaway
Purpose-driven marketing isn’t just a trend. It reflects a wider consumer desire for brands that have social impact. The brands succeeding in this space mean what they say, back it up with action and bring their audience along for the ride. Find a cause that fits, tell real stories and let your impact speak for itself.
If you’re keen to start but don’t know where to begin, get in touch. At TEAM LEWIS, we’re here to help brands create social content that’s not just good for business, but good for the world.
Want to see it in action? Follow @JLabUK and @musicmanproject for more.
