Marketing: The Key Ally Helping Companies Achieve Their Purpose

A business strategy aligned with a focus on values and culture can elevate brand positioning, foster trust, and simultaneously attract customers and talent.

We are living in an era of purpose. Organizations are pursuing goals that transcend mere profit, aiming instead to positively impact people, communities, and the planet—all while remaining profitable. Contrary to popular belief, these two objectives are not mutually exclusive, and Marketing plays an essential role in achieving both.

For this, Marketing must deeply understand and immerse itself in the business strategy. It's about understanding the target markets, engaging directly in customer conversations, and conducting thorough research.

With this level of insight, it becomes possible to develop a strategic campaign tailored to each segment that doesn't just focus on the traditional elements, such as the offered solution or pricing, and touches on the emotional components.

Ethical values, company culture, and a commitment to sustainability are vital for building institutional positioning. These aspects also attract new customers who align with these principles. This approach supports the development of long-term, meaningful relationships, generating opportunities over time.

Moreover, in industries under intense social scrutiny, such as natural resources, establishing partnerships with suppliers recognized for their strong sustainability ethos can yield substantial benefits.

Consistency is key: messages and strategies must be aligned across every channel—events, digital spaces, and in-person meetings. Harmony and coherence enhance clarity, reinforce message impact, and build trust with the audience.

A well-executed Marketing strategy brings an additional benefit: it enhances the company's public perception, making it more attractive to potential talent.

Achieving these demands significant internal effort—Marketing and other business units must ensure they are heading in the same direction. But the effort pays off: it brings the organization closer to achieving its purpose.