The reason your company exists…

Don’t worry, this is not a philosophy post. I’ll save that for the next one.

Last week I joined the virtual OnBrand 2020. OnBrand has been my go-to brand, comms and marketing event since moving to Amsterdam in 2018. It’s always been a really inspiring day out of the office. However, this year, no office, no days out, no OnBrand, so they took it virtual, slimmed down the schedule but still managed to collate some great speakers and topics.

The Panel with a Conscience

OnBrand brought together Nadine Ridder (We Are All Activists), Lucy von Sturmer (The Humblebrag), Isabel Crabtree-Condor (Oxfam), Alex Weller (Patagonia) and Ravi Amaratunga Hitchcock (Soursop) to discuss Narrative Power and Brand Activism.

“The reason you exist should be able to make social change - not make profit if brands are to be true activists.” Nadine.

Nadine used the example of Lush Cosmetics that are doing a lot of different activistic brand campaigns. They aren’t related to their products but are more journalistic - for example their 2018 campaign on SpyCops. Nadine remarked on the difference between activism-driven and purpose-driven brands. 

Alex Weller, who has the most enviable job in all of marketing, reflected that environmental activism is embedded in Patagonia where he is the EMEA marketing director saying,” it’s part of the company culture”. Patagonia have an ongoing process of granting money and resources to highlight environmental projects that need attention. Their fight to save Europe’s last wild rivers is one I had not heard until this week.

Alex also offered some advice, that the employees and internal staff first had to understand the true purpose of the products and their reason for being, and that conversation had to be had internally before starting it externally. 

So, the reason you as a company exist? Your purpose? Is it to be an activist brand, or a purpose brand? Find it, talk about it internally and then start sharing how you want to make an impact.