Purpose Marketing
Purpose marketing is a marketing technique in which the business purpose is seen as added value. Precisely this corporate purpose is applied as a unique selling point. This choice is made with a view to the branding of a company since compliance with a social purpose is often seen as a decisive factor in a decision-making process. The desire for sustainable business or the pursuit of equal rights are examples of social goals.
Purpose marketing is frequently associated with serving Generation Z. This generation values corporate social responsibility far more than any other generation. Purpose marketing can offer a lot of added value if an objective is chosen that fits the organization. It is also important to be open, honest and above all realistic towards the target group in order to get the maximum value from purpose marketing.
