Business Her Way
Welcome to Business Her Way, a show dedicated to helping women rewrite the rules of what it means to be a female entrepreneur in today’s digital world. Each week join your host Stephanie Jiroch to discover the business and brand strategies successful women entrepreneurs use to create, build, and scale their online empires (businesses) and go behind the scenes of profitable, purpose-driven brands to learn how you, too, can stand out in a sea of online sameness. Whether you’re just starting out or you’ve been in business for a few years, Business Her Way will help you launch, scale and grow your business, your way.
Business Her Way
#30: Brand activism, purpose & the rise of 'woke' advertising
‘Does brand purpose drive profit?’ This is the question I often get by clients waking up to the value of aligning with a cause in an age of non-stop political, economic, and social uprisings.
My answer? “Maybe.”
I say maybe because aligning with purpose isn’t an all or nothing strategy. Can it help? Sure. Can it drive new business? Of course. Can it make the world a better place? Yup. Can it better define your customer base? Mm-hmmm.
But it’s not guaranteed.
Today I want to share with you the three types of purpose that brands commonly embody and share why ‘woke advertising’ (a type of marketing strategy aimed at bringing attention to social issues via brands that target niche consumers) may not be your best bet.
And to download the FREE guide mentioned in this episode, click here: https://stephaniejiroch.lpages.co/brand-activism-guide
Resources:
- Forbes article on Millennial consumerism: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#235055f96c8f
- Tom Roach's article on brand purpose: https://thetomroach.com/2020/06/23/truth-lies-and-brand-purpose-the-biggest-lie-the-ad-industry-ever-told/
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