Communicating Purpose

THIS MANDELA MONTH

Purpose is everything, and this Mandela Month, corporates and organisations need to look beyond the fame that comes with doing good and, instead, demonstrate that their charitable contributions are simply part and parcel of their mission in bettering the lives of South Africans, writes Thrishni Subramoney, Head of Corporate at Eclipse Communications.

COMMUNICATING PURPOSE THIS

MANDELA MONTH

Purpose is everything, and this Mandela Month,
corporates and organisations need to look beyond the fame
that comes with doing good and, instead, demonstrate
that their charitable contributions are simply part and parcel
of their mission in bettering the lives of South Africans,
writes Thrishni Subramoney, Head of Corporate
at Eclipse Communications.

As July arrives, many journalists are bracing themselves for an avalanche of press statements about to hit their inboxes, all focused on the good deeds that corporates, organisations and businesses are getting up to during the month of July.

July is often dubbed ‘Mandela Month’ as 18 July marks International Nelson Mandela Day – a day in which people are encouraged to invest their time and embark on good causes in honour of our much-loved late former President Nelson Mandela.

Don’t get me wrong, the fact that organisations and businesses want to build their brands around doing good is an incredibly positive thing. In fact, there is little doubt that in South Africa, the private sector can, and has, ‌done immense good.

It’s also very evident, sitting in boardrooms with corporate leaders, that these initiatives are undertaken with deep sincerity. What’s happening inside the corporate environment is a reflection of what’s happening outside of them.

Research shows that some 94% of consumers surveyed worldwide agree that it’s important that the companies they support have a strong purpose. What’s more, 52% say they are more attracted to buy from certain brands over others if these brands stand for something bigger than just their products and services.

And this is borne out in the results. Brands with a purpose set on improving quality of life have been shown to outperform the stock market by 120%. In fact, stats show that in 2018, Unilever’s Sustainable Living Brands grew 69% faster than the rest of the business, compared to 46% in 2017.

If you consider that business leaders are also consumers themselves and driven by similar motives, it’s not hard to see why demonstrating their contribution to the greater good is a key part of many communications strategies in 2023.

Here are a few ways to ensure that talking about the good you do hits the right note:

Think about initiatives that go beyond just Mandela Day

While spending 67 minutes picking up litter is admirable, it’s more praiseworthy to get your team involved in monthly clean-ups or help drive sustainability initiatives in your community. By thinking long-term, your efforts are also likely to have a greater impact – not just in terms of the activity, but in developing a culture of caring inside your organisation.

Thinking long-term is also a good way to identify and authentically support the causes that are important to you and your team. This will also ensure that you’re more adept at jumping into conversations about these causes in a more meaningful manner.

Beware the cringeworthy photo opp

Photo opportunities with beneficiaries can feel exploitative. Instead, document your efforts in a positive light by focusing on your team making the sandwiches or filling goodie bags. Don’t publish images of handovers to vulnerable communities.

Remember, it’s not about you

Perhaps the biggest reminder when communicating purpose is to avoid making the narrative all about you. Purpose-driven communications tap into conversations around the bigger challenges that unite us and call for a cross-cutting solution – whether it’s food security, addressing youth unemployment, or environmental degradation. Communicating around these topics effectively means stepping out of the frame, turning the focus on the problem, and talking broadly about the solutions.

Is your organisation or business in need of a communications strategy to let consumers know that your purpose extends beyond your bottom line, and, instead, is intent on helping South Africans this Mandela Month? Send an email to info@eclipsecomms.com and one of our experts will be in touch.