Is a Purpose Essential for Business Success? Unlocking the Truth!
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Consumers are increasingly drawn to brands that share their values.
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It all started with a breathtaking adventure—a six-month hike through the enchanting landscapes of Patagonia to Chile. Meet Debbie Alger, a spirited explorer whose journey sparked a profound transformation.
Returning home, Debbie felt a surge of inspiration to embrace minimalism and a healthier lifestyle. “I wanted to cut back on the products we put in our bodies and the environment,” she reflects.
At 60, she took a bold step, enrolling in school to master the art of organic skincare formulation. The result? Birch Babe—a brand dedicated to crafting premium, natural, cruelty-free skincare products, all beautifully packaged with sustainability in mind. And the best part? Debbie’s daughters, Kelsey and Lindsay Irvine, joined her mission, turning this into a vibrant family-led venture.
It’s no wonder Birch Babe has captured the hearts of those who share their ethos. A recent poll revealed that a staggering 82% of consumers want brands that reflect their values; in fact, three-quarters have ditched brands that don’t align with their beliefs.
“Younger consumers, especially millennials, are gravitating towards brands that echo their core values,” explains Kelsey Riedl, a savvy marketing consultant for small businesses. This isn’t just about products; it’s about investing in a future that resonates with their ideals—creating an immediate connection with brands they might not have any personal ties to.
In a world overflowing with options, a clearly defined purpose is more crucial than ever. Kelsey Riedl emphasizes that having a strong mission can help a brand stand out in a crowded market. However, it’s essential to remember that a bold stance can also alienate potential customers who may not share the same vision.
Birch Babe has found success by proudly showcasing its values. While it may be pricier to ensure sustainability and all-natural ingredients, CEO Kelsey Irvine asserts that their commitment to purpose has not only retained but expanded their customer base—thanks to enthusiastic referrals from satisfied clients.
“Our values define our business,” Kelsey shares. “We view our customers as a community, deeply invested in our journey, and we strive to consistently deliver our best.”
But is a purpose essential for every business? Kelsey Riedl suggests that businesses exist on a spectrum, from those with no clear purpose to those that are entirely purpose-driven. Most, she notes, fall somewhere in between.
“Every business is a mix of profit-driven motives and genuine care,” she explains. But does that mean every company needs to chase a higher mission? While a purpose can create passionate “brand evangelists,” it’s not a necessity for every venture.
“Sometimes, you simply need a product that gets the job done,” she asserts. “However, if you’re aiming to build something that enhances lives or strengthens community bonds, then a clear purpose, vision, and mission can be your best ally.”
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