The fine line between purpose and practice

Plastic Free July is a moment in time for companies and policymakers to communicate the importance of a circular economy to consumers. An excellent example of how to utilise purpose-led marketing, Plastic Free July is a helpful initiative that gets the balance between purpose and practice right.

Purpose marketing is important, but companies must not lose track of making real change to the planet. P&G’s Chief Brand Officer, Marc Pritchard, recently noted that some companies are forsaking brand growth by over-leveraging on purpose marketing. Prioritising sustainability is essential for any business, particularly those in the FMCG industry that both impact emissions through supply chains and consumer in-use phases. As Marc Pritchard reiterates, this is where companies often become guilty of forsaking brand growth and over-focusing on sustainability marketing.

Sustainability claims from companies need to be both actionable and science-backed, in order to help meet the goals of the Paris Agreement and truly curb climate change. Practice of sustainable actions should take precedence over marketing. When the lines become blurred, companies can fall into greenwashing practices, and need to use moments like Plastic Free July to re-assess their targets around plastic use.

Reducing emissions, whether this be curbing plastic use or mitigating CO2 emissions, need to be actioned by companies through short-term and long-term goals. More often than not, consumers are often forgotten in the process and should be valued for their impact. Companies have a role to play in using purpose marketing wisely, to support consumers in how to practice living sustainably. Then, companies will strike the balance that can often get lost in the marketing process.

Written by Taran Ahluwalia, Account Executive, Corporate Reputation.