What brands can learn from NGOs about the purpose of purpose

This year’s award shows have once again featured a parade of purpose-driven campaigns, with brands using their platforms even more to address social issues and improve the world. It’s easy to be cynical, and often that cynicism is well-earned. But when a brand truly makes a difference, it deserves both praise and a closer look. Many of these successful campaigns borrow principles from NGOs: stay authentic, think long-term, and choose your issues wisely.

Authenticity matters

Gen Z has a keen bullshit detector. For a brand to be credible, its cause must be embedded in its core values. If the products, processes, and people feel disconnected, then social media will tell them pretty quickly.

The flip side of this is that when a brand gets it right, it often will be recognized and lauded. The ‘Don't Buy This Jacket’ campaign urged consumers to reconsider their consumption habits and promoted environmental sustainability. I don’t even need to mention the brand, everyone remembers it. (It’s Patagonia, for those who don’t.)

‘Quick, let’s put together a purpose campaign for Q4!’ If a brand thinks like this, it has already lost. By nature, an NGO wouldn’t back a cause for ‘likes’ and then cease to support it. Brands need to commit and think about what they can do across months and years to make a meaningful difference to the cause they have chosen.

Renault makes cars, but as per its marketing material, it’s also a ‘sustainable mobility provider’. By thinking long-term, Renault was able to assist over 3,000 financially vulnerable individuals in obtaining vehicles essential for their employment. This likely would have taken years to plan and only came about because it didn’t chase a quick win.

You might have noticed that there are a lot of problems in the world. Brands trying to do too much can be counterproductive. NGOs are effective because they have a focused issue on which they are working. When a brand thinks similarly and gets precise, it can look to change a specific behavior.

Two-way street

The reverse also applies: NGOs can learn from brands, too. Shocking statistics may grab attention and drive donations, but they fail to create lasting change. Figures alone are quickly forgotten without a compelling story to give them life. Brands understand this and craft narratives that convey a message, not just a number.

NGOs should do the same. To truly engage and inspire action, they must infuse their message with personality and connect with people on a human level. Only then can they move beyond temporary outrage and sympathy to generate commitment to their cause.

When the British Heart Foundation wanted to raise awareness about heart disease among youth, they didn’t resort to shock tactics. Instead, they seized the cultural moment of the Euros, engaging a captivated audience to create striking murals with clever copy.

In the examples cited and countless others over recent years, we have witnessed brands demonstrating that they can indeed make a meaningful difference in the world. However, many misstep and others shy away from taking risks for fear of backlash.

When a brand is willing to invest the necessary time and effort, adopting an NGO’s approach can create an amazing impact. Likewise, by appropriating the sophisticated storytelling techniques of brands, NGOs can effectively communicate their own messages.

When both learn from one another, they stand a much better chance of producing work that has genuine purpose.