In today’s evolving business landscape, more and more consumers and employees are seeking brands and organisations that embody positive change.  

Certainly, for values-driven generations, the ability to drive change on social issues has the potential to make or break recruitment and retention efforts. Nearly four in 10 (44% of Gen Zs and 37% of millennials) outlined in the Deloitte Global Gen Z and Millennial Survey (2023) that they have rejected assignments due to ethical concerns, while 39% and 34%, respectively, have turned down employers that do not align with their values. 

At Springboard, we recognise the transformative potential of purpose-driven communication. Our purpose, “Communication for Positive Change” forms the bedrock of our work, guiding us in our mission to make a tangible impact on our clients, employees and communities.  

With this in mind, we’ve outlined five powerful ways to help businesses enhance their purpose-driven communication and forge deeper connections with their stakeholders. 

1. REFLECTION: DEFINE AND ARTICULATE YOUR PURPOSE 

The journey to effective purpose-driven communication begins with defining your company’s purpose — as Simon Sinek puts it, your WHY? What is the positive impact your organisation aspires to make in the world.  

Engage with employees, customers, and other stakeholders on shared values and aspirations. Once defined, your purpose should serve as a guiding light, informing decision-making and strategic initiatives. 

Take LEGO, for example. The Danish toy manufacturer has undergone a remarkable turnaround by aligning its purpose with sustainability goals. With a commitment to building a sustainable future, LEGO has pledged to transition to more eco-friendly materials, partner with environmental organisations, and reduce plastic waste. The result has just seen them ranked as the most reputable company in the world in the annual Global RepTrak®100 survey for the second consecutive year. 

Checklist: Consider the following before taking action. 

• What matters to your people, customers, and the wider community? 
• Does your company’s vision and mission align with those priorities? 
• Does your organisation’s values need to evolve in any way? 

By reflecting, you can ensure your organisation will be taking actions that are authentic to its reputation, values and leadership. Remember, inauthenticity is toxic. 

2.  ACT WITH CONSISTENCY 

To communicate your purpose, integrate it into your messaging across all touchpoints. From your website and marketing materials to social media posts and employee communications, ensure that your purpose is prominently featured and consistently communicated.  

Use compelling storytelling to illustrate how your company lives its values and makes a positive impact, fostering a connection with your audience. 

By aligning purpose with values, the next stage is to ensure that each action undertaken — by both the leadership and company — showcases those values.  

3. ENGAGE AUTHENTICALLY WITH EMPLOYEES 

Authenticity. Authenticity. Authenticity. Just let that word percolate for a moment.  

Purpose-driven communication is about more than just broadcasting messages; it is about engaging authentically with stakeholders and building meaningful relationships based on shared values. The EY Lane4 survey (2022) highlighted that 86% of employees say their organisation has a purpose statement, but almost half of them didn’t know what it was. When you consider that employees have 10 times more followers than company pages and generate twice the engagement rate, imagine how powerful of a role they can play in amplifying your purpose with other stakeholders.  

If you are interested in improving your internal communications to align with your purpose, Springboard can assist. See our Internal Wire offering here. 

4. LEAD BY EXAMPLE THROUGH ACTION 

Actions speak louder than words, and purpose-driven communication must be backed up by tangible actions that align with your stated values and mission. Lead by example by integrating sustainability, social responsibility, and ethical practices into every aspect of your business operations.  

Whether it’s sourcing sustainable materials, advocating for diversity and inclusion, going Net Zero, or investing in community initiatives, demonstrate your commitment to making a positive impact through concrete actions. Then use your communication channels to share updates on your progress and initiatives, reinforcing your company’s dedication to its purpose. 

Remember – if you are authentic and transparent then you should not need to worry about greenwashing — you can read more about green hushing in our latest article here.  

5. MEASURE AND COMMUNICATE IMPACT 

Finally, effective purpose-driven communication involves measuring and communicating the impact of your initiatives. Establish key performance indicators (KPIs) and metrics to track progress towards your purpose-driven goals, whether they relate to social impact, environmental sustainability, or other areas of focus.  

Regularly evaluate your performance against these metrics and use the insights gained to refine and improve your strategies.  

Communicate your impact transparently with stakeholders through reports, case studies, and storytelling, demonstrating your organisation’s commitment to accountability and continuous improvement. 

TO CONCLUDE 

Embracing purpose does not equate to a loss of drive, focus, or impact — quite the opposite. When any given week could bring new upheavals, a values-driven approach allows leaders and companies to adapt and evolve and deliver greater results. 

Embrace the opportunity to lead with purpose and partner with Springboard to drive your communications for positive change. You can read all about our sustainability communications offering and strategy hub here or contact Sandy Boundy today.  

Post by Sandy Boundy