How To Find Your Purpose | Lindsey Biondo

WRITING FOR CHANGE

BOOST SALES, CUT COSTS: 3 REASONS TO FIND YOUR BRAND'S PURPOSE

AUTHOR: Lindsey Biondo

Wednesday, February 26 2020

It is no secret that we are living through a time in which complacency and apathy is rampant in almost every corner of the world. However, we are also at a beautiful turning point in the outlook of the human race in which people are beginning to realize that there's more to life than simply turning over a profit at your job, throwing in the towel and heading home.

Two key components (of many) as it relates to contributing to something more, formally known from a company or brand perspective as corporate social responsibility or CSR, are sustainability and ethics. Let's look into the data to back this up. A quick peek in Google Trends reveals that the number of hits for the term, "sustainability," has been steadily increasing even since 2018.

And then quickly looking at the word, "ethical," showing much of the same trend:

So it then goes without saying that nowadays, it is imperative to have a broader understanding of how what you are doing, whether it be from a brand perspective or personal, affects the world and those who you share it with. Consumers are no longer willing to be complicit in the wool being pulled over their eyes relative to products they buy or the services they indulge in.

Here are a few resources that dive into the specifics a bit more about what people are saying relative to purposeful living and consumption on a personal level, as well as having a purpose-driven work environment:

Alex Edmans provides a really informative perspective on why CSR is so relevant and resonates with both people and employees in today's society:

So then the question comes:

IS THE INVESTMENT WORTH THE COST? WHY TYPE OF ROI WILL I GET BY ENGAGING IN CSR?

The short answer: YES. And here's why:

1. BOOST SALES (BY 20%)

2. CUT COSTS

3. STEER YOUR BUSINESS

Click on any of the pillars above to dive into the details.

So let's first start with the one that most are likely concerned with:

1. BOOST SALES

For those that are not yet attuned to the latest craze in business management, it may seem a bit odd to think that not only are companies going, "ethical," or, "sustainable," but they are actually profiting from it.

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