I have been talking about purpose on this blog for some time now, not only as a tool to connect with the market, but also as a filter for each of the activities carried out by the company.
Companies must step forward and get involved with society
But of course, what happens when we connect with the market? Our role in it changes, our relevance increases, we are (our companies are) more influential in the market.
My impression is that the approach uk telegram number of providing “only” a good value proposition is starting to not be enough. Even before COVID, we have seen a trend that has become more acute.
The search for purpose inevitably leads us to connect with the market from a more human, closer point of view. And this requires getting involved beyond what we are used to, it requires other types of actions and additional budgets.
Sustainability as a brand purpose or as an advertising argument
In this sense, many companies have opted for sustainability as an argument to connect with society. Depending on the company, sustainability is part of the purpose that guides the evolution of the company or it remains more of an advertising argument than anything else.
We are at a time when society is more sensitive and receptive to these arguments and companies are taking advantage of this. Nowadays, if you are not sustainable, ecological, etc., you are nobody. Don't get me wrong, I am completely in favour of taking care of our planet. What I don't agree with is the use of sustainability as an advertising banner. What will these companies do when the trend changes? What will become of these initiatives?
I am increasingly convinced that to be sustainable, you have to be born sustainable. In many cases, being truly sustainable requires so many changes in the company that I don't think many will achieve it. They can take measures such as using recycled materials, trying to pollute less, etc. all very positive, but far from being sustainable.