Covid-19 has changed purpose

In a lot of ways, the recent pandemic hasn’t changed much. As it continues to rage through communities all over the world, it’s clear that many people, systems and organisations are rushing back to ‘normal’. But we should be wary of attempting to return back to as it was.?

Covid has burned us all out?

‘Burnout’ is a concept that in recent years has been entering the zeitgeist. Caused by chronic, unrelenting (and often occupational stress), burnout encompasses a combination of emotional exhaustion, depersonalisation and reduced feelings of personal accomplishment.?

Sound familiar???

Living during a pandemic is hard. And working during a pandemic is even harder. Covid-19 and lockdown have created a toxic, unprecedented and uncertain environment full of seemingly inescapable personal, professional and emotional pressures. And according to one study by thinktank Autonomy, working from home created a further ‘epidemic of hidden overtime’ where people are working increased hours and finding it harder to switch off.?

Over time, all of this has eroded people’s mental health, and it’s no surprise that during lockdown burnout increased significantly -with around fifty percent of people reporting to have symptoms since the pandemic began.?

Fight burnout with purpose?

For your business to be able to weather the storm the pandemic has waged, it is imperative that you recognise the effect it has had, and could continue to have, on your employees - and to understand that for many, this effect is profound. For example, one McKinsey study conducted during the pandemic found that nearly two thirds of US employees reported that Covid had caused them to reflect on their purpose in life - with nearly half saying they are reconsidering the kind of work them do do in order for it to align more strongly with their values.

The same study also reported that those who live their purpose at work - whose individual purpose aligns with their company’s purpose - are more productive, healthier, more resilient, more engaged, and more loyal.?

Consumers are driven increasingly by purpose?

These same people looking for more purpose in their work, are also seeking more purpose in their personal lives. And this has transpired in a fairly sizable shift in consumer behaviour. According to one report, in 2020 40% of consumers identified as ‘purpose-driven’ - meaning they seek out products and services that align with their values. Additionally, during the pandemic specifically, a third of respondents in one Deloitte survey reported that they had even stopped purchasing certain products or brands because they had ethical or sustainability related concerns about them.?

The Purpose-Action gap?

While these shifts caused by the pandemic have created an increased demand for corporate purpose, they have also revealed a Purpose-Action Gap - where despite this rising pressure from both internal and external stakeholders, many brands are falling short when it comes to acting upon their purpose and ESG. There is a gap between what stakeholders expect from the companies and brands they interact with, and what these brands are currently doing to meet these expectations.?

The purpose imperative?

It’s time for brands to close the Purpose-Action gap, to commit to and communicate an authentic purpose and back it up with actions. Being purpose-driven is no longer a nice to have, if you want your brand to stand the test of time, and recover with resilience from the Covid-19 crisis, purpose is a business imperative.?

Don’t panic.? Instead, recognise that Covid-19 has created an environment where stakeholders are newly aware of the importance of purpose - as individuals, consumers, voters, stakeholders, investors, employees.?

Purpose is a powerful tool that, when leveraged correctly, can act as a robust jumping off point for an engaging, timely and meaningful marketing campaign. By talking to your stakeholders in the words they understand and want to hear, you won’t just benefit your business and build organisational resilience, but as long as you back up any claims with actions, you will also have a positive impact.