Purpose
In essence, the purpose of a business goes beyond simply making a profit, it encompasses the broader reason for the company’s existence and its impact on various stakeholders. The foundation of enterprise purpose is brand philosophy. It consists of mission, vision, and value proposition. A vision statement answers what a brand aims to achieve; A mission statement answers how a brand plan to achieve this vision; A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it’s better than similar products on the market. (Twin, 2023) Also, the enterprise purpose can shape a company’s brand identity and reputation. Brands with a strong sense of purpose often resonate more with consumers. For example, the mission of Starbucks is :“With every cup, with every conversation, with every community – we nurture the limitless possibilities of human connection.” Starbucks’ perspective on this new mission is: connection is a fundamental human need. Study after study indicates high rates of loneliness as a public health concern, and there’s a desperate need for togetherness. Now, human connection is expressly part of the company’s mission.( Peiper,2023)
A well-defined brand philosophy serves as a guide for decision-making and long-term strategic planning. It sets the direction for the brand’s growth and development. Meanwhile, it helps define the brand’s unique identity and differentiates it from competitors in the market. A clear and compelling mission, vision, and value proposition give the brand a distinct personality. It provides a foundation for marketing and communication efforts. The mission, vision, and value proposition can be used as powerful messaging tools to convey the brand’s essence to the target audience. When customers resonate with a brand’s mission and values, they are more likely to become loyal supporters. In conclusion, a brand’s philosophy serves as the foundation upon which the entire brand is built. It informs the brand’s actions, resonates with customers, and contributes to its long-term success in the marketplace.
Gen Z are highly active on social media and digital platforms. Platforms like TikTok and instagram are popular among Gen Z. Therefore, Brands can leverage these channels to share their purpose through engaging content, storytelling, and visual elements. Not only that, collaborating with influencers, or social causes that resonate with Gen Z’s values can also resonate with Gen Z to convey brand purpose. Gen Z appreciates brands that align with their values and take meaningful actions to create a better world. In consequence，brands can embrace sustainability as a purpose. In summary, effectively communicating a brand’s purpose to Gen Z requires a genuine commitment to social and environmental values, transparency, engagement on digital platforms, and a willingness to involve Gen Z in meaningful ways.
Bibliography
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