Today, businesses are measured not just on how much money they make, but their ability to balance financial success with a willingness to improve society and the environment. Sustainability is the buzzword here, and the concept of “Purpose, People, Profit, and Planet” represents a framework for businesses to balance these priorities.

Purpose

Consumers today are increasingly looking for brands that stand for something beyond just profit. Businesses must have a purpose, a reason for existing. This purpose forms the foundation for all business decisions and actions. To succeed, company leaders need to align operations with the values of their consumers. Consumers today pay attention to companies that create meaningful change, solve problems or address challenges that impact society.

According to NielsenIQ: “Environmental sustainability, social justice, and corporate transparency are critical factors that Gen Z considers when making purchases. They are more likely to support brands that demonstrate a genuine commitment to these causes, as evidenced by practices such as sustainable sourcing, eco-friendly packaging, and corporate social responsibility initiatives. Retailers and CPG manufacturers need to understand that for Gen Z, buying a product is not just a transaction but a statement of their personal values and beliefs.”

Having a clear, authentic purpose helps businesses foster deeper connections with customers, employees, and other stakeholders.

People

The People part of this framework serves the best interests of employees, customers, and the community. This can look like:

Good company culture
Fair treatment
Ethical sourcing
Workforce welfare and safe labour practices
Competitive wages
Safe working environments
Accessibility of products/services to the local community
Participating in charitable endeavours

Stakeholders, from investors to consumers, are looking for companies that have a positive social impact and contribute to the greater good.

A great example is companies with the Fairtrade logo. The businesses advocate for social justice, climate action, and fair wages for their workers and suppliers, reinforcing that sustainability goes hand in hand with social equity. See some examples here. (https://www.australiangeographic.com.au/news/2022/08/the-aussie-companies-kicking-fairtrade-goals/)

Profit

Sustainable businesses learn how to interweave profitability with purpose. Companies that recycle materials, reuse products, or adopt zero-waste practices can reduce waste and lower operational costs while meeting growing consumer demand for eco-friendly products. This creates long-term financial viability.

Companies with strong ESG (environmental, social, and governance) records are also better at mitigating regulatory or reputational risks, attracting better investment opportunities, and can have lower insurance costs, which all lead to higher profit margins. Sustainable practices circle back to a competitive advantage in this space.

Planet

A commitment to sustainability and ethical consumption are at the forefront of the final factor, Planet. In a world where natural resources are finite and climate change poses significant threats, sustainability underscores the importance of reducing a business’s environmental footprint.

Initiatives can include:

Minimising waste
Using environmentally-friendly materials
Reducing energy consumption
Switching to sustainable energy sources like solar power
Carbon offsets

“Gen Z consumers are more likely to purchase from companies that prioritize eco-friendly practices, such as using sustainable materials, reducing carbon footprints, and supporting fair trade initiatives. They also prefer brands that are transparent about their supply chains and production processes.”

According to a NIQ Report, clean label products are out-performing other products with an 8% increase in the last year.

By prioritising sustainability, businesses can ensure that they are contributing to the preservation of the planet for future generations.

In Conclusion

The expectations of modern customers, employees, and investors have changed. There is now an expectation that companies will prioritise authenticity, sustainability, and social impact. For long-term success to take hold, businesses need to value responsible, ethical, and impactful action.

By focusing on Purpose, People, Profit, and Planet, companies can attract the right kind of attention from consumers while helping contribute to the betterment of society and our environment. Not sure how to promote and share your purpose, values and sustainable actions in your company’s marketing? Or need some suggestions on planet-friendly activities for your company to implement? We can help!

You can read about Planet Marketing’s sustainable practices here.

Planet Marketing provides practical and sustainable marketing advice – helping you determine what marketing suits your business best.

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