How purpose-driven are your marketing efforts? Take 5' to complete the test!

Purpose is unique to every single company and when used correctly can help maximize stakeholder value, differentiate from competition and attract talent.

Research shows that today consumers are demanding more honesty, while businesses that recognize the link between commercial success and sustainability have proven increased longterm financial performance.

Find out if your company is living its purpose and how you can start doing so tomorrow.

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* 1. We will send you the result of this test by email. Please fill out your email address to receive the details of your purpose profile and tips & tricks on how to accelerate your purpose-driven marketing effectiveness.

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* 2. How well can an average employee describe your company's purpose (its why/mission)?

Not well at all. The why is often reduced to making profit.

Few can clearly articulate what the purpose is. Employees often confuse the mission with profit making.

Many employees have some notion of the company's purpose. However, there are believers and non-believers of the purpose approach.

Many employees know and support the company purpose.

Almost everyone acts as purpose ambassadors and uses the purpose for decision making.

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* 3. How is purpose used in your company's communication?

Bare minimum. Often compliance and crisis regulated.

Some communication, mostly CSR-driven.

Increasing openness about purpose in all company communication. Purpose communication is usually still separate from other company communication.

Purpose is becoming steadily integrated into how and what the company communicates about.

Purpose is an integral part of all internal and external communication.

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* 4. How do you track brand value linked to purpose initiatives?

There is little to no tracking of brand effects, especially when it comes to purpose.

All marketing activities are tracked together, even purpose-driven activities. They are evaluated in the same way. It's not always clear how to distinguish the effect of purpose marketing initiatives on brand value.

Purpose initiatives are tracked separately to non-purpose-driven marketing activities, in order to evaluate the effects of purpose marketing on brand value.

We track purpose campaigns separately in order to truly understand and isolate their impact on our brand. Our company maximizes paid and owned media to generate as much earned media as possible linked with growth initiatives.

We track purpose campaigns separately in order to truly understand and isolate its impact on our brand. Our company is able to generate vast amounts of earned media through advocacy and off-and online consumer engagement.

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* 5. How is purpose used in your company's marketing efforts?

If purpose is used at all, it's mostly used to spin stories to the company's advantage without necessarily being honest.

Purpose initiatives aren't clear or strong enough to make an impact on marketing campaigns. We test purpose stories and value propositions in the market, but they show little impact.

We use it in storytelling. However, not all touchpoints bring the same story and we miss an overarching story that encompasses the total company brand story and end-to-end customer journey.

We are building value propositions to reflect the company purpose and we want to start optimizing the customer journey to reflect purpose at each stage.

Purpose is ingrained in all our value propositions and marketing touchpoints. Our entire customer journey fits with the brand purpose.

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* 6. How do you use customer insights to drive your purpose efforts?

No specific purpose questions are asked during customer insights gatherings.

Some purpose-driven questions are asked in order to improve communication towards target audiences. There are no specific ways to ask customers about purpose-driven business.

Purpose-related questions are asked as part of customer insights gatherings. These insights can lead to the development of new marketing campaigns, products and value propositions.

Purpose serves as a base to ask the right questions. Specific insight gathering techniques are used to deep-dive into customer's long-term brand affiliation and advocacy.

Customer feedback focusing specifically on purpose has been formalized and never stops. There's a continous improvement loop for all products & services in order to ensure that the choices the company makes when it comes to product development and marketing is aligned with ever-changing societal needs.

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* 7. Who is the driving force behind your company's purpose efforts?

It is unclear who should drive purpose. No one is currently stepping up.

HR, CSR and marketing typically try to push the purpose agenda. There are few supporters at C-level, but also many non-believers. Some external stakeholder pressure to change towards sustainable business.

A mixed picture: stakeholders push management to also focus on purpose. Not everyone in the company is aligned yet, but more and more believers and individual champions make themselves known.

Top managament swears by company purpose and expects all employees to do the same. Employees feel they should do the same. Marketing takes up a leading role.

Purpose lives at every layer of the company. Leadership lives by the company purpose. Every employee is involved.

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* 8. How well do purpose-driven initiatives tie into the company strategy?

They are not tied into our company strategy. There hasn't been a viable business case for purpose-driven initiatives.

Purpose is not seen as the key driver for long-term success. Commercial success metrics overrule purpose-driven decision making.

Purpose-driven actions on the short term exist, but they are mostly low hanging fruit. No long-term strategy exists to bring independent activities together. Purpose, commercial goals and reporting are separated from each other. There is no integrated view on both yet.

Purpose is acknowledged as one of the success drivers and has been integrated on the long term, but there is no clear short-term action plan defined for the next year to reach these targets. We are working towards an integrated view on commercial and sustainable metrics. Both are pereceived to be at the same level of importance.

Purpose is integrated into and drives the short- and long-term company strategy. Purpose is often linked to sustainable development goals. Purpose and commercial marketing goals are interdependent and used to reinforce eachother. Data driven insights drive growth on both axes.

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* 9. For which time horizon does your company have purpose-driven goals?

None or 3 years max.

Long-term goals only, no short term goals.

Combining short- and long-term goals, but max 5 years out.

Combining short- and long-term goals, looking at longer time horizons than 5 years.

Combining short- and long-term goals, looking at longer time horizons than 10 years.

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* 10. Do you want to receive emails concerning relevant marketing content from The House of Marketing such as reports, templates, slidedecks, whitepapers,...?

Yes

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* 11. Do you want to receive emails concerning relevant marketing content from The House of Marketing such as reports, templates, slidedecks, whitepapers, ...?

Yes

Thank you for completing our assessment! Before you go, don't forget to click 'Submit' at the bottom of the page to register your answers.

You'll receive the results of the test via email. In addition to the characteristics of your company's current purpose profile, you'll discover tips & tricks on how to improve.