Studies show that people with purpose in life are more likely to remain healthy as they grow old and find it easier to be inspired by the things they do.  

But do brands also need purpose to succeed?  Marketeer Mark Ritson doesn’t think so, saying “Patently, the whole concept of brand purpose is moronic. I do not want Starbucks telling me about race relations and world peace – I want it to serve me a decent coffee in pleasant locations." 

Whilst most opinion is less polarised the brand purpose debate has played out in various guises over the years. Some marketers, such as former Unilever CMO, Keith Weed are true believers in marketing as a force for good, whilst others, such as Marketing Professor, Byron Sharp, believe that marketing’s sole purpose is to sell things. 

But could it be that lately, events have overtaken Ritson and Sharp’s opinion? 

I subscribe to the view that marketing can be a purposeful force for good but I also believe that ‘purpose’ needs to be meaningful, action oriented, and relevant. Campaigns that don’t pass this test will be derided (see Brewdog’s ill-judged attack on the Qatar world cup) but those that do will land well with audiences sparking conversation and action – John Lewis Partnership’s current Christmas campaign being a beautifully crafted and well-judged example of this. 

Historically, research around this subject is conflicted. A global study carried out by Zeno Group in 2020 found that consumers were 4 times more likely to purchase from purpose driven brands, whilst Peter Fields research, presented last year, clearly demonstrated that the average purpose campaign was less likely to generate strong, long-term business effects compared with “traditional” non-purpose campaigns.  

So, who’s right? 

The brand purpose debate tends to focus on the execution (messaging) – but this is far from the whole story. 

Brands who are successfully “purposeful” do so by demonstrably being a force for good in what they do (not just what they say they do!) 

Posterscope’s own research indicates that consumers want this too. 72% of those questioned believe brands have a responsibility to promote a more sustainable way of living, and 69% think brands should tell people what they are doing to meet their ESG promises. 

It’s therefore apparent that addressing sustainability issues, reducing social inequality and investing in the communities businesses serve will go some way to turning cynical consumers’ heads. 

Of course, brands still need to advertise to speak to people, and for that they need media.  

All responsible media owners are rightly investing to reduce their carbon footprint, some play their part in being catalysts for social change, and some will undoubtedly support local community initiatives. 

Nevertheless, all media are not equal when it comes to carbon impact meaning the campaign mix chosen can make a big difference. 

So…what if there was a medium where many of these opportunities were ‘baked in’ rather than being an addition to the core product?  

I may be biased, but I believe there is, and it’s Out of Home. 

Like many media, climate change is driving sustainable planning and OOH is on track to reach net zero emissions by 2030. 

There has, however, been some negative discourse lately regarding the power used by DOOH in particular, but did you know that… 

• All major players are already using 100% renewable electricity. 
• There are an ever-increasing number of sites powered directly by wind and sun. 
• The entire UK OOH industry represents only 1/50^th of the energy consumed​ by domestic appliances on standby mode​. 
• Public screens are an economical way to communicate to a large audience (as opposed to other screens such as TVs, laptops and smart phones) as are consumed on a “one to many” rather than “one to one” basis. 
• Most media owners now switch sites off between midnight and 6am 
• DOOH provides valuable extra lighting during darker months on thoroughfares and at bus stops making streets feel safer and easier to navigate – especially as council allocations for street lighting have been cut. 

In addition to this 99% of all OOH waste is recycled with owners also using rainwater to clean sites, creating poster sites that feature pollution filters, introducing responsible land management (including rewilding), planting living walls and bus shelter roofs to enhance biodiversity, even building bee hotels...the list goes on! 

But it is perhaps in community where OOH’s greatest strength as a ‘purposeful’ medium lies. 

By choosing Out of Home, advertisers are not only using a responsible media channel, but also one that contributes to the public purse. Incredibly c50% of our industry revenue is reinvested back to local authorities, which deserves greater recognition – particularly in these straightened times.  

This translates as literally 100s of £millions to support local transport infrastructure, schools, hospitals, social initiatives and community projects. For example, at Rosslyn Park rugby club in Surrey a portion of the revenue generated by poster sites nearby goes directly back to the club to support grass root sports, including women’s and youth teams.  

Most of the 30,000 bus shelters that Clear Channel operate have been given free to the local authority and are maintained at no expense to the taxpayer.  

A significant amount of street furniture inventory is also given back over to local councils and charities to utilise for community messaging, and JC Decaux’s digital phone kiosks not only provide free Wi-Fi, phone charging, and local telephone calls but also automated defibrillators.  

This is media that can literally save lives. 

So, if brands really want to show their purpose, then what better medium to use than one which is demonstrably trusted and public facing, not only located at the heart of communities, visible to consumers every single day but also tangibly and materially giving value back to them? 

Without our people we are nothing. ​

​Our people are our most important asset, and a core driver of our success as a business.​

​We believe consistent investment in top tier talent and extensive training is crucial to developing an energised and innovative culture.  

We have been an IPA CPD Gold winner for 9 years and have held IPA Platinum status for the last 6 years (one of only 21 of the 300 IPA agency members that have this level of accreditation for outstanding approach to Continuous Professional Development).

Studies show that people with a sense of purpose in life are more likely to remain healthy as they grow old and find it easier to be inspired by the things they do.

As the saying goes, ‘everyone needs a purpose in life’. But do brands?

PwC’s recent report for Outsmart, OOH’s marketing trade body revealed the significant financial contribution that the OOH sector contributes to the economy and local communities. Inspired by this, Posterscope MD Tim Sapsford, takes a look at whether putting purpose on the media plan allows advertisers to go beyond talking about being purposeful and responsible, and actually walk the walk as well…

The brand purpose debate has played out in various guises over the years. Some marketers, such as former Unilever CMO Keith Weed are true believers in marketing as a force for good, while others, such as marketing professor, Byron Sharp, believe that marketing’s sole purpose is to sell things.

Personally, I subscribe to the view that marketing can be a force for good and have purpose – but that ‘purpose’ needs to be meaningful, action oriented, and relevant. I don’t need a travel brand to ‘connect me to opportunity’, I just want my flight to be on time. And no, social justice cannot be served in a can of fizzy drink.

The research around the subject is equally conflicted. A global study carried out by Zeno Group in 2020 found that consumers were four times more likely to purchase from purpose-driven brands, while Peter Fields’ research, presented last year, clearly demonstrated that the average purpose campaign was less likely to generate very strong, long-term business effects when compared with ‘traditional’ non-purpose campaigns. Go figure.

What’s wrong with the brand purpose debate is that it tends to focus on the execution, the messaging. Being a purposeful brand is really to be a force for good.

Consumers want brands to do good. Our own consumer research indicates that 72% of consumers believe brands have a responsibility to lead the charge in promoting a more sustainable way of living, and 69% think brands should tell people what they are doing to meet their ESG promises.

Perhaps it is not just about what a brand says (message), but what it does (purpose) to address sustainability issues, to reduce social inequality, invest in the communities they serve, that will turn cynical consumers heads.

Brands still need to advertise, to speak to people and for that they need media. All responsible media owners are rightly investing to reduce their carbon footprint, some play their part in being catalysts for social change, and some will undoubtedly support local community initiatives.

But what if there was a medium where many of these opportunities were ‘baked in’ rather than being an addition to the core product?

OK, I’m biased, but there is, it’s called Out of Home.

Like many media, OOH is on track to reach net zero emissions by 2030 and the major players are already using 100% renewable electricity. Solar-powered bus shelters, poster sites that feature filter pollution, living walls, and bee hotels are also other initiatives that benefit the environment as well as the communities they serve.

But it is perhaps in community where OOH’s greatest strength as a ‘purposeful’ medium lies. A report published recently by PwC, commissioned by Outsmart, has found that the UK OOH sector contributed more than £400 million to support public services, infrastructure, communities and employees in 2021 – representing 46% of its advertising revenue.

By choosing Out of Home, brands and advertisers are not only choosing a responsible media channel, but also one that helps contribute to the public purse.

The report also revealed that over the last 14 years, OOH media owners have invested £1.1 billion into installing public infrastructure, such as bus shelters, free telecommunications services and even lifesaving defibrillator and community initiatives. For example, at Rosslyn Park rugby club a portion of the revenue generated by poster sites nearby goes directly back to the club to support grass root sports, including women’s and youth teams.

Most of the 30,000 bus shelters that Clear Channel operate have been given free to the local authority and are maintained at no expense to the taxpayer. The living roofs installed on many shelters bring a bit of greenery back into urban areas and support native biodiversity.

A significant portion of inventory on street furniture is also given back over to local councils and charities to utilise for community messaging, and JC Decaux’s digital phone kiosks not only provide free Wi-Fi, phone charging, and local telephone calls but also automated defibrillators. This is media that can literally save lives.

Trust in brands is falling, and despite the consumer concerns over sustainability, there is cynicism around brand purpose.

Trust is built on familiarity and cynicism overcome by demonstrating that you do as you say.
What better medium to use, then, than one that is not only located at the heart of communities, where consumers can see you every day, but also one that gives back to them also.

If brands really want to show their purpose, then using OOH and shouting about it would be a good way to start.

This article was published in Marketing Beat 3/10/23

Opinion: Why brands are putting purpose on the media plan (marketing-beat.co.uk)