Email can be good for a lot of things, but with some exceptions, I never really thought of it as a way for brands to position themselves as agents of good.
But after looking at some campaigns that have made it to my inbox lately, I’ve changed my mind.
Jeanette McMurtry wrote about “The Purpose-Drive Brand” in a blog post for us. I strongly recommend checking it out because she identifies why some brands are changing how corporate social responsibility is exemplified.
“Consumers are not just expecting big business to define a social purpose for the brand,” she writes, “they are demanding it by how they are making purchasing and loyalty choices.”
Who’s doing a good job at using email to develop and support their purpose-driven brand? Let’s quickly look at a few examples.
This email announces a GoFundMe campaign to put STEM Kits in K-3 classrooms. Because STEM resources are in short supply for those crucial grade levels, a matching campaign “will make a big difference.”
Chrome Industries makes “tough as nails” messenger bags, packs, and some apparel and footwear. “We make gear for people who want to grab life by the horns or the handlebars and hold on for the ride,” its website says.
Its email often talks about how much of its merchandise is manufactured in the United States. An effort that dropped yesterday included a video profiling the custom bag sewer at the company’s Seattle store. He loves to make products from start to finish, and then see them out in the community. Another section of the email highlights a collection of made in the USA items.
Nau, its website says, was “founded on the idea that there’s always an opportunity to make better.” It applies that concept by considering and advancing “every aspect in the life cycle of your clothing – before, during and after you own it.” It manufactures and sells clothing made from sustainable fabrics, often organic or recycled.
A recent email showcases summer clothes made from Tencel, a “renewable, responsibly sourced fiber that wicks moisture.” It then gets better by reminding the customer of Nau’s support for nonprofits that protect public lands. It’s become a big issue lately, and Nau donate’s 2% of each sale to the cause.
So how about it, marketers? What brands are defining their purpose in terms of social good they deliver to their communities?