In my last post, I suggested rather than How we do what we do, our customers and clients want to know WHO we are. Same letters – different priority.  

Thanks to widespread access to news via countless media channels, the internet and social media, consumers are more interested and informed than ever before. They are more and more interested in knowing not only what a brand or company does, and who is behind it, but why they do what they do.  

Simon Sinek, in his TED Talk “How Great Leaders Inspire Action,” proposed that the question “why” taps into the part of the brain that processes emotions, feelings, and behaviour. He suggested by understanding a company’s purpose and values, consumers can better assess if it aligns with their own beliefs and values. I would add “Even when not doing it consciously” 

This shift in consumer behaviour is, in part, responsible for the rise of the B Corp Movement, which promotes businesses that prioritise social and environmental impact with sustainability over pure financial performance.

Companies clearly communicating their values and purpose, are more likely to connect with consumers who share or value those concerns and values. They can then build sustainable, long-term relationships.

In the past, consumers may have known the names of the companies, but not the people behind the products. Today, consumers can easily find out who is behind those brands. The people behind Amazon, Tesla, and Virgin are well-known, highly visible figures.
This is where who meets with why.

This increased visibility can be a double-edged sword, as consumers become more critical of the actions and behaviour of those individuals behind their brands.

We are all facing challenges never seen before, and on a global scale. Climate change being just one, albeit a vital one. Consumers are becoming more aware of the impact businesses have on the environment and society. They increasingly want to know the companies and the leaders they do business with share their values and are working towards making a positive impact.

In conclusion, the relationship between WHO, WHY, and WHAT we do as a business and how we communicate it, is more important than ever. By clearly communicating our values, our purpose, and the individuals behind the brand, we can better connect with consumers while building trust and loyalty. 

What are you doing to communicate your own values, and are you courageous enough to share your Why? 

Next time I’ll share the how behind the What, who and why.