Tuesday, January 18, 2022

Nearly one-third of companies redefined purpose to address social and political challenges, according to Arketi Group Survey

Marketing executives say benefits abound when purpose is part of their communications strategy

ATLANTA – Jan. 18, 2022 – Arketi Group, a digital marketing and public relations firm for business-to-business (B2B) technology companies, recently surveyed marketing executives to learn what purpose looks like inside their organizations and how/if it is incorporated into their communications strategies.

Survey respondents unanimously agree activating company purpose directly links to the financial success of an organization. The top three benefits cited were positive reputation (40%), employee retention (33%) and increased sales (21%).

Purpose is seen as good for business, but respondents said the pandemic and 2020’s political and social unrest led their companies to reexamine what organizational purpose looks like and why it matters. Sixty-three percent said company leadership had more conversation with employees about purpose. Thirty-one percent said their company redefined purpose to address social and political challenges and make purpose more people-centric versus sales-centric.

Most respondents (84%) said while purpose activation and communications strategies go hand in hand, challenges exist, including relaying purpose in a way that resonates with all employees and connecting purpose activation to the bottom line and business objectives.

Further, marketers are seeing blurred lines between purpose and environmental, social and governance (ESG) initiatives. Half of the respondents have been asked to promote the company’s ESG vision, strategy and/or performance. However, 63% either don’t have or don’t know if the company has an ESG strategy. While most (94%) of the marketers surveyed said their organizations have defined their purpose, less than half were involved in developing it.

“Given events of 2020, purpose is becoming a must-have rather than a nice-to-have company initiative that adds strategic value,” said Arketi CEO Mike Neumeier, APR. “Marketers should have a seat at the table to help ensure purpose is not only defined but properly activated.”

To see full results from Arketi Group’s Purpose in Practice report, visit https://arketi.com/purposeinpractice.

About Arketi Group
Arketi Group is a digital marketing and public relations firm that helps business-to-business technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by Chief Marketer magazine as one of the nation’s “B2B Top Shops” and a “Chief Marketer 200” firm, Arketi helps its clients use marketing to generate revenue. Companies benefiting from this approach to B2B marketing include Cox, CHEP, DefenseStorm, FLEETCOR, HYCU, Iron Mountain, Körber, NCR and Zyxel. For more information, call 404-451-7832 or visit www.arketi.com.