It’s no longer enough for businesses to exist solely for profit. Clients and consumers want to know their hard-earned money is going towards something meaningful. Employees want to work towards something important beyond just earning a pay check. And businesses with a clear purpose at their core have a competitive advantage.

That’s why we’re passionate about encouraging brands with purpose. As well as becoming one ourselves.

Brands with Purpose

Two years ago I decided to put purpose at the core of Climbing Trees. Since then I’ve been on a mission to inspire other marketers to do the same. That’s why we launched the Brands with Purpose research looking at how marketers perceive sustainability.

But going through the B Corp process forced me to look at all areas of ethical business practice, which I had not given enough attention to previously. Although we’re continuously improving, we have started to incorporate practices like workplace wellbeing and ED&I initiatives, including blind recruitment and flexible working.

I now know how important it is to look beyond our comfort zones and challenge ourselves to add purpose to our organisations on all levels.

While sustainability was a great place to kick off the initial research, we now want to explore other purposeful causes that are also worth the effort. That’s why the second version of our research will also examine what ethical business practices marketers deem as important and what they’re actually investing in.

The second research will explore:

• Sustainability

• Workplace wellbeing

• Equality, Diversity & Inclusion

• Social/community initiatives

• Charitable giving

Help us discover where purpose is in peoples thoughts:

If you’re a marketing agency leader or in-house marketer and want to share your opinion, please complete our 5 minute survey here:

Thank you for your support. We look forward to sharing our findings and exploring how we can improve together to create organisations that function with purpose.