Woke-washing is beginning to infect our industry. It’s putting in peril the very thing which offers us the opportunity to help tackle many of the world’s issues. Purpose-led brand communications is not just a matter of ‘make them cry, make them buy’. It’s about action in the world.
One factor is the motivation for developing a purpose – is the motivation primarily to improve brand, reputation or employee engagement, or is there a genuine desire to have a more positive impact on the world?
Talking about purpose is undoubtedly popular, but, underlying the coverage and the ongoing discussion is a growing level of cynicism about the way purpose is being adopted. A fear that purpose-wash will be potentially damaging especially at a time when setting and pursuing a purpose beyond profit is gaining traction with regulators, investors and the public.
So be very alive to the potential that in developing a purpose statement there is a danger that it can quickly become a corporate communications exercise. To counteract this, consider the following:
For more see: Is your purpose fit for purpose?