Marketing has always been about connecting with someone’s heart. Whether you make them laugh, cry or feel a little smarter, an emotional reaction is gold.

Now, as consumers seek more from companies than a good product or service at the right price, purpose-driven marketing opens the door to that deeper bond between buyer and brand. There have always been consumers who chose to do business (or not to do business) with a company based on its politics or positions, but now conscious consumerism is the norm, with 89% of US consumers reporting that they’re more loyal to brands that share their values.

Inauthenticity—in messaging, imagery or walking the talk—is easily spotted and quickly sets the internet aflame.

It’s become clear that brands that align themselves with a strong sense of purpose are in the best position to build strong relationships and grow sales. As a result, many companies are following in the footsteps of purposeful pioneers such as Patagonia and Ben & Jerry’s. Mainstream brands such as Dove, with its body-positivity message, cruelty-free Lush, women-empowering dating app Bumble, and eco-friendly Seventh Generation cleaning products are differentiating themselves from competitors on Walmart shelves in shopping malls and in app stores.

Of course, simply claiming to be purpose-driven isn’t enough. In the two years since we last posted about social justice messaging gone wrong, consumers have only grown more discerning and more skeptical. Inauthenticity—in messaging, imagery or walking the talk—is easily spotted and quickly sets the internet aflame. Take any number of companies that were called out for flowery International Women’s Day posts in spite of significant gender pay gaps and all-male leadership, and contrast them with Bumble’s fight for legislation protecting women from receiving nonconsensual images.

Your commitment must be genuine, relevant and consistent from product development to interactions with your customer service channels. Start by looking closely at the business you’re in and the customers you serve, as well as your own internal audiences, and let your core values drive your initiatives.

Get it right and the results can extend beyond sales and marketing to attracting employees in a tight labor market, driving innovation (due to generally thinking creatively about how to advance your values, as well as those smart new employees) and better financial health. A 2020 report by Deloitte found that purpose-driven companies experienced higher market valuations and growth than those who don’t put a stake in the ground.

How does your business demonstrate its values to your audiences? In this age of outrage, authenticity, transparency and purpose add up to an important differentiator.

Not sure how to get started? Talk to FATFREE.