Leading with purpose without compromising performance: 2024 is the year where we advertise for a better world

This will be the year where brands lean in to purpose as their guiding star and every one of us wakes up to the idea that we can all be beacons of change.?

Some would say it's my new year's optimism shining through, but the data definitely reinforces my belief.? A Nielsen survey released late last year highlighted? 81% of consumers felt strongly that companies should help improve the environment and 73% said they would change their consumption habits to reduce their environmental impact. These are stats that have climbed steadily since 2015 and give you a clear sense of where society is.? People care and so do brands, they just haven’t had a solution that drives results whilst being kinder to the environment.

In an era where consumers now value social and environmental consciousness more than ever,? advertising must expand beyond traditional sales-focused methods. It's about realizing that advertising can be a force for good, a catalyst for positive change, and why more than ever, we must back the voice of the people and the champions who are forging a new way forward.??

When I reflect on these shifting paradigms, I can't help but draw from my own experiences in the media and technology sector, from the shores of South Africa, to the US and now the UK with my role at WeAre8, where brands are empowered to lead with purpose without compromising performance.

REDEFINING DIGITAL ADVERTISING?

I first met Sue Fennessy, the visionary CEO and founder of WeAre8 back in 2021. Sue's vision extends beyond conventional advertising boundaries, by creating a world where every ad interaction drives meaningful change— for both people, our planet and for brands. Sue wasn’t out to just replicate current advertising models, she set out to? blow them up and build a new ecosystem where people, publishers and our planet are at the heart of the solution. Now 3 years later, we are on the cusp of something truly remarkable.??

WeAre8’s mission is clear: to unite 1% of the people on our planet (80 million people) to make a positive impact every day from the financial gains received from watching brand ads on the platform.? In fact, WeAre8’s business model is architectured to give back 60% of its advertising revenue towards supporting people, charitable causes, climate solutions, and premium publishers and creators. And the collective impact from these small interactions can be life changing.?

For instance, when 80 million people watch just 2 minutes of ads on WeAre8 every day, the collective impact exceeds the yearly contributions of the world's biggest philanthropic organization, The Gates Foundation.? Talk about advertising changing the world! Just imagine the opportunity for us as an industry when it gets to 3%, 4% of the population.

WHEN YOU MAKE PEOPLE FEEL VALUED, THEY VALUE YOUR BRAND

WeAre8's unique approach to advertising isn't just about giving back, it is also an incredible social experiment into what can be achieved when you flip the system and start engaging with people and capture their conscious attention, rather than advertise at them. This simple invitation to engage with a brand, over forcing an ad on a user, leaves people feeling valued and part of something bigger. And brands and charities are reaping the rewards.?

More than 96% of citizen’s opt-in to watch ads on 8, with an incredible 54% of citizens paying forward the money earned to causes they care about. Even in the face of a cost of living crisis, people still want to feel like they are part of a movement for positive change and WeAre8 is enabling this.?

This positive sentiment also extends to the way in which people value the brands they watch. A recent study by Lumen on 8’s ad model demonstrated that 83% of viewers recall WeAre8 ads, 82% found joy in watching the ads, and perhaps most strikingly, there's a notable 19% positive shift in brand preference among the community after watching.?

ADS THAT ARE BETTER ON THE PLANET?

This shift is a testament to the effectiveness of the purpose-driven advertising model when it comes to not just catching the eye but also winning the hearts of the community.?

As a growing number of large companies become increasingly aware of the environmental impact of their marketing spend, the WeAre8 model offers brands a more planet-friendly solution

Recent findings from emissions data agency, Scope3, found that WeAre8’s ad model achieves a staggering 67 times more attention per gram of carbon emitted compared to a mainstream platform like Instagram. This is not just a number – it represents a seismic shift in how effectively we engage with people.??

These outcomes are game-changers for brands. They highlight not just the ethical imperative of purpose-driven advertising but also its potent efficacy.?

IN PURSUIT OF SCALE?

Recognizing these successes, with operations now live in the UK, Australia and the USA, the WeAre8 app is merely the tip of the iceberg, as we seek to scale 8’s impact even further. The next stage of the evolution is to bring the unique ‘8 ad experience’ from the social app into the open-web, sharing the learnings to deliver a reimagined advertising ecosystem for the broader web. Imagine an ad ecosystem designed to provide brands with tremendous reach while preserving the high attention metrics, strong click-through rates and ESG credentials that the WeAre8 app advertising model is well known for. It is possible and it is coming soon.?

As we forge ahead into a new year, one undeniable truth emerges: our planet and people need action now. Whether it's the climate crisis, social inequality, or other pressing issues, immediate attention and meaningful solutions are imperative. It's not a distant future—it's today.?

Purpose-driven advertising is not merely a choice; it's a shared responsibility to make a positive impact on our world and it doesn't need to come at the mercy of real business results. In fact it can make them better!?