How can a company truly transform its business mission into a reality?

Companies can implement strategies to truly transform their business missions into a reality, ensuring it doesn’t remain a mere form of communication or a short-lived investment.?

Here are the key takeaways we learned from Joyshree Reinelt , business humanizer at Innate Motion and Myriam Sidibé [She/Her] , CEO at Brands on a Mission :?

I. ?Leveraging and redirecting the power of brands can drive meaningful impact

Today’s leading brands are the equivalent of a ‘nation’- taking into account their financial force and immense influence on shaping people’s fundamental values and behaviors. Despite the positive impact they can create in terms of improving the health and well-being of the people, the current marketing practices still perceive people primarily as ‘beneficiaries’ and are predominantly focused on generating financial profit.

By urging these companies to take greater accountability for the negative and positive impacts they can drive, and to channel their financial force in a responsible direction, they suggest that companies can ultimately go far beyond their selling product; benefiting people and communities in a more meaningful manner and establishing a more significant presence in the world.

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II. Transforming business purpose into reality is vital, as consumers increasingly demand authenticity and transparency

With consumers growing more attuned to social and environmental concerns, the difference between businesses with purpose as a ‘marketing campaign’, and purpose as an ‘integral part of the business model’ is becoming easier for consumers to distinguish.

To assist businesses in effectively transforming their business model and translating their purpose into a tangible reality, Brands on a Mission employs its ‘purpose tree framework’ to steer companies through 5 key elements:

1. Strategy: Devising strategies and creating prototypes for implementing widespread behavioral change and reshaping social norms
2. Partnerships: Collaborating with individuals who share similar goals to enhance and amplify the impact
3. Brand equity: Clearly defining your company's position among the other players in the context of the specific social issue, and leveraging brand equity to drive change
4. Measurement: Responsibly measuring business and social impact and maintaining accountability to ensure that the business is truly making a difference
5. Fostering corporate support: Ensuring that everyone from leadership to employees shares a common interest in the mission and integrating it into the company’s culture

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III. ?Imagination is key, and the initial leap for companies that seek to create significant change

Given the growing diversity of contemporary social issues and the mounting pressure to respond responsibly, companies may find themselves uncertain about where to begin or what social issues to stand for.

Rather than starting from a practical, logical standpoint, it is increasingly more important to dream big and work backwards; leveraging your imagination to envision the social issues the company wishes to approach, then afterward, focusing on realistically charting a path to bridge the gap between the company's business/products and the social issue it wishes to tackle.

Learnings from the podcast episode “Brands on a Mission Meets Humans on a Mission” brought to you by Innate Motion and hosted by Shad Raouf . Guest speakers: Joyshree Reinelt and Myriam Sidibé [She/Her].

Click to listen to the full episode.

Business in the Age of Empathy

In our Podcast series, you will meet some of the humans behind the world’s leading regenerative brands and movements. You will learn about their struggles and failures, the challenges and brick walls they sometimes hit. You will also learn about the massive impact they are making towards engineering a world that we all want to be a part of.