What the world needs now

Should communicators embrace purpose-driven, valuable growth?

The expectations of millennials, the population growth of Asia and Africa, and the implications of climate change are starting to have a big impact on societies all over the globe. Add technological advances and hyper connectedness and you’ll probably come to the conclusion that we’re facing some big waves of change.

One of the questions frequently heard is how business will cope with these changes. Some companies are taking a clear stance and follow the path of purpose-driven, valuable growth: growth that benefits all stakeholders - people and shareholders alike. They make a positive contribution to social or environmental problems as part of their competitive strategy, and create value for all stakeholders, including themselves.

Businesses aiming for such growth combine what people want with what the world needs. Think of Tesla or Patagonia.

A clear purpose

Combining the wants and the needs requires a specific communications approach. It’s an approach where you address both the needs of the consumer and the citizen. That means not only talking about the product in terms of benefits for the individual consumer but also for the society at large (addressing the citizen).

"Combining the wants and the needs requires a specific communications approach."

Companies aiming for valuable growth communicate in a way that speaks to both consumers and citizens. That approach includes dialogue, openness and honesty. They are asking for permission from the citizen to produce the product and making it as attractive as possible for the consumer. These companies are not only positioning themselves in the outside world but they are inviting the outside world in. They are engaged in real dialogue, take real actions and don’t lie. Having a clear purpose with accompanied values, and sticking to them, is paramount in this approach.

Supporting growth

Should the communications discipline always aim for purpose-driven, valuable growth strategies?

The way any communications professional goes about his or her job is from an overall stakeholder (multiple audiences) perspective. As such, and from a practical point of view, it makes sense to engage in dialogue in which openness and honesty are key. The world is hyper connected and it’s simply impossible to spin or lie without bearing the consequences at some point in time. We just need to look at Volkswagen, Siemens or Deutsche Bank for reflection.

This also makes sense from an ethical point of view. Why not aim for growth that benefits all? If every communications professional takes the role of an honest broker and objective counselor it will surely increase the chances of success for such growth strategies. Dick Martin wrote a great blog post recently on this topic that I encourage you to read.

"The world is hyper connected and it’s simply impossible to spin or lie without bearing the consequences at some point in time. We just need to look at Volkswagen, Siemens or Deutsche Bank for reflection."

Communications professionals can clearly play a role in moving businesses towards a more purpose-driven, valuable growth approach. However, it’s unclear where most professionals stand at this moment. Some think PR is dead. I see a bright future ahead and have confidence that the communications discipline will support growth strategies that benefits all.

Ingmar addressed this topic at the Global Perspective event in Copenhagen last September, which was jointly organided by the Danish Association of Communication Professionals and the European Association of Communication Directors (EACD). Find out about more EACD events here.

Image: Thinkstock

Ingmar de Gooijer

Ingmar de Gooijer is partner of Flare, a strategy agency that helps companies, brands and organisations make a positive impact. He is also board member of the European Association of Communication Directors.