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Forbes
5 days ago
- Business
- Forbes
The ROI Of Values: How Purpose-Led Companies Are Winning Right Now
Nick Leighton. Best-selling author, speaker #ChampagneMoment As a coach and agency owner, I've seen firsthand how value-driven positioning reshapes business outcomes. Today, leading with purpose isn't a branding gimmick—it's a core growth strategy. Companies that intentionally align their operations, talent strategy and communications around shared values not only resonate more deeply with stakeholders but also consistently outperform their competitors. For example, a mid-sized digital marketing agency we work with reworked its positioning to highlight ethical marketing practices and pro-bono work for nonprofits. Their website conversion rate increased by 24%, and they won two new long-term clients who specifically referenced these values during onboarding. Operating a purpose-led and value-centric business is no longer a 'nice to have.' With numerous options available, businesses that focus on truly purpose-led business models will significantly outperform their competitors in terms of customer retention, talent acquisition and securing crucial capital injections. It's up to leaders to promote and embrace a strategic vision that is centered around ethics, values and purpose that people can get behind. What once was an optional 'feel good' approach is now a foundational requirement to boosting brand loyalty, attracting industry-best talent and delivering superior financial results. The evidence is mounting that companies integrating purpose into their DNA are not just surviving, but thriving. While there are many benefits to this approach, its success stems from three critical categories: talent, brand reputation and resilience. 1. Purpose And Meaning Attract The Best Talent Over half of today's workforce is composed of members from the Gen-Z and Millennial generations. These groups are increasingly prioritizing meaning over mere monetary compensation. They understand that work is a necessity, but they seek to align that necessity with their personal values. These generations aren't just looking for a job; they're looking for a mission. Companies that have a strong, clearly articulated company culture rooted in shared values are a powerful magnet for top-tier talent. When employees resonate with their organization's purpose, it naturally boosts employee engagement, fosters loyalty and can significantly reduce costly turnover. A great example of this is the outdoor clothing company, Patagonia. Their unwavering commitment to environmental activism and ethical sourcing is deeply embedded in their operations, authentically attracting talent that is passionate about these causes. Business leaders can significantly enhance talent attraction and retention by meticulously incorporating core values into all operational processes they oversee, including hiring, performance management and decision-making. To make this effective, leaders must authentically set an example for these values themselves. It's critical to consistently reemphasize these values and celebrate team members who embrace these principles. 2. Building Unbreakable Brand Equity And Customer Loyalty In a hyper-competitive economy, where hundreds, if not thousands, of brands compete for attention, differentiation is paramount. One of the most powerful ways to stand out is by building a brand synonymous with ethical practices and unwavering trust. Since consumers today are savvier and more connected than ever, companies must deliver on transparency and accountability. Research consistently indicates that consumers prefer and are willing to pay a premium for brands with clear social or environmental commitments. For instance, a 2023 Accenture study found that 62% of consumers want companies to stand for something beyond their products or services and that those companies are more likely to earn their repeat business and recommendations. For decades, the ice cream company Ben & Jerry's has built a dedicated, loyal customer base by embracing its strong commitment to social justice and ethical sourcing as key pillars to its brand. The lesson here is that customers buy into the brand's values as much as its product, creating an emotional connection that rivals cannot easily replicate. To cultivate strong customer brand loyalty, leaders should transparently communicate their purpose-driven commitments to consumers and highlight internal changes made to uphold ethics and accountability. Crucially, this communication must be backed by consistent, authentic actions that demonstrate these values, as today's vigilant consumers will see through mere marketing ploys. 3. Enhancing Long-Term Resilience And Mitigating Risk A purpose-led business is inherently more intentional in its efforts to maintain a clean reputation regarding sustainability and social awareness. This proactive approach not only builds invaluable social capital with consumers and stakeholders but simultaneously helps mitigate significant risks associated with poor governance or questionable business practices. The reduction in exposure to fines, penalties, customer distrust and devastating PR nightmares provides a clear ROI. Companies with strong ESG (environmental, social and governance) scores consistently demonstrate superior long-term performance, especially during economic downturns. Their commitment to responsible practices often leads to more robust risk management frameworks, better relationships with regulators and a more stable operating environment. When crises hit, these companies have a deeper reservoir of trust to draw upon, allowing them to weather storms more effectively. Leaders can strengthen compliance and mitigate risk by actively tracking purpose-driven metrics, such as employee engagement and customer sentiment on ethics, environmental goals and social initiatives. In addition, leaders can spearhead efforts to align with recognized standards like B Corp certification or ESG reporting frameworks, establishing verifiable accountability and reducing potential compliance risks. Final Thoughts Embracing a purpose-led business model is no longer optional. This approach is proving to be a winning strategy for companies. Companies that prioritize ethics and values in 2025 and beyond will likely significantly outperform competitors by attracting top talent, building fierce brand loyalty and enhancing long-term resilience. Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?


Entrepreneur
02-07-2025
- Business
- Entrepreneur
Marketing Online Can Be Overwhelming For Small Businesses — But It Doesn't Have to Be With These 6 Strategies
Opinions expressed by Entrepreneur contributors are their own. Small business owners often feel overwhelmed by the prospect of engaging with digital marketing techniques. The ever-growing range of expensive tools, platforms and agencies can be intimidating, but the shift to digital marketing actually provides small businesses with unique opportunities. With carefully focused strategies, small businesses can expand their marketing reach while maximizing their ROI. Traditional marketing vs. digital marketing Traditional marketing techniques for small businesses included print advertising, word-of-mouth referrals and direct mail marketing to a local customer base. While these methods provided small businesses with simple, clear-cut marketing strategies for their immediate area, they limited their ability to target relevant leads and expand their business. By contrast, digital marketing, though it may come with a learning curve, allows small businesses to tailor their marketing strategies to their target market and business goals. Related: 4 Advanced Marketing Tactics for Small Businesses That Actually Work The challenges of digital marketing for small businesses Digital marketing also generates unique challenges for small businesses. Many small businesses do not have a dedicated digital marketing expert on staff. Partnering with a digital marketing agency or hiring someone new can be expensive. Many SEO, email marketing, content management and creation platforms are also costly, and they can be difficult for beginners to use. Perfecting a strategy can also be challenging; businesses that have succeeded in allocating resources to a digital marketing campaign may not see the leads and conversions they would like. Since search algorithms, social media and content marketing tools are constantly undergoing significant changes, a strategy that was successful a year or two ago may no longer generate the same results. All these challenges can make it difficult for small businesses to grow using digital marketing. 6 strategies for success Though digital marketing presents challenges, small businesses can take advantage of the opportunities it provides with these six strategies. 1. Market research Digital marketing actually provides small businesses with more precise tools to target potential customers, rather than throwing resources at a broader market. However, to take advantage of this, small businesses need to use the right tools and perform in-depth market research. Digital analytics is one of the most critical aspects of digital marketing, since it allows businesses to design marketing strategies based on a deep understanding of their customers' pain points, demographics and buyer journey. 2. Find your USP Small businesses often operate in a niche market. To design a successful digital marketing campaign, they must identify their unique selling point. This allows them to highlight what makes them stand out, rather than competing against large competitors that may offer more generic services or products and have a much larger marketing budget. By narrowing their focus, small businesses can connect with customers looking for their exact product or service much faster. Once businesses have identified what makes both them and their customers unique, they're ready to design successful digital marketing strategies. Related: 3 SEO Mistakes That Are Hurting Your Rankings — and 3 Ways to Solve Them 3. Local SEO SEO can seem like an expensive tactic for large businesses looking for national reach. However, local SEO is a secret weapon many small businesses are not taking full advantage of. By optimizing their website for local searches, small businesses can make sure they appear at the top of search results or in Google's Map Pack when nearby customers look for their products or services. These searches often have high-transactional intent and are more likely to lead to conversions. At Outpace SEO, our local seo tactics include creating optimized Google Business Profiles for our clients and highlighting their local experience, awards, and expertise. These strategies not only generate more leads; they also help small businesses build their reputation and establish themselves as local industry experts. 4. Social media and influencer marketing Once small businesses have identified their USP and begun to build their credibility online, social media marketing and influencer partnerships will be more effective. Competing against large brands can be difficult, but if you know exactly what your customers are looking for, social media is an effective tool to highlight your services and connect with your target audience. Create content and develop partnerships that are relevant to your customer demographic. Consider their age, the platforms they use the most, and the questions they are asking. Small businesses can drastically increase their reach by partnering with a few influencers or podcasts that are popular with their target audience. 5. Email and SMS marketing Email and SMS marketing allow businesses to connect directly with customers. Many businesses use their website to gather emails and phone numbers by offering customers a discount, a free guide, or a quiz to help them determine which services are right for them. This not only piques customer interest; it allows businesses to build a marketing list and reach out to customers who are already interested in their services. It's essential to draw on market research and deliver the content that potential customers are actually looking for to avoid spamming customers and causing them to unsubscribe. 6. Monitor and update your strategy Whatever digital marketing strategies your small business employs, it's crucial to constantly monitor your success and update your techniques. Search engines, user behavior and social media algorithms are constantly changing; the only way to keep up is to regularly analyze KPIs and adjust accordingly. Monitor metrics like conversion rates, organic traffic, keyword rankings and bounce rates. Identify where your new customers are coming from by finding out where they heard about your brand. This data can help you identify which strategies provide the highest ROI, enabling you to focus your efforts on effective strategies. Related: Drive Demand For Your Brand With These 5 Proven Digital Marketing Strategies Final thoughts Digital marketing is not just for large franchises. In fact, small businesses that conduct careful research can use digital marketing to connect more directly with their target market and highlight what makes their business stand out. By creating precise marketing campaigns and constantly reviewing and updating their strategies, small businesses can use digital marketing to grow and thrive.