Ambitious, solution-orientated, pragmatic and realistic – that’s how our customers know us. And we remained true to these principles in our search for the relevant trends and topics for 2022. It’s not about jumping on every new digital hype. Rather, the whole thing can be seen as a guideline. This should help you make informed decisions and operate responsibly and sustainably. In line with our aspirations, we have compiled four articles on nine topics that you simply cannot avoid in 2022. Purpose marketing and sustainability in companies are important factors in the social role of brands. In the first part of our digital trends 2022, we evaluate and assess these topics: What is already flying? And what is just taking off?

Purpose | Flies

Reflecting on the actual purpose of your company gives it a unique, human character that offers an important emotional identification surface. Especially in uncertain times. Also in B2B.

Even though it was already discussed last year, purpose marketing is more topical than ever. Especially during the crisis, people are looking for support and expect this from brands, including in B2B.

But what does purpose actually mean?

Purpose refers to the deeper meaning of a company. And, consequently, the values that it represents to the outside world. When we talk about purpose marketing or purpose-driven marketing, we are describing the endeavours of a company to achieve something meaningful. This is particularly effective when a company is committed to something that is highly valued by potential customers.

Sounds simple, but at the same time an analysis by Adobe shows that around 60 per cent of all formulated brand purpose statements are neither authentic nor customer-oriented. No wonder brand loyalty is declining.
In 2022, companies must therefore move away from just generically announcing that they are saving the world. They have to do something. Purpose marketing must become genuinely relevant to the company’s stakeholders.

Purpose marketing makes your business unique

The purpose must be specific and authentically reflect your own company. If everyone is saving the world, what makes you unique? In 2022, it’s about finding out what solution only your company can offer society – and communicating this credibly through action.
For words to be followed by concrete actions, a company’s purpose must be measurably reflected in its corporate strategy. It must also be relevant, real and tangible for all stakeholder groups in everyday life. It therefore goes far beyond mere lip service. If the purpose is taken seriously, it is also reflected in the fundamental orientation of the company.

It therefore has an impact on the daily tasks of:

• Management
• Distribution
• Development
• and investments

The social role of brands is therefore not just pure communication, but also serves the daily, targeted management of companies.

Sustainability | Flies

The expectations of stakeholder groups with regard to sustainable consumption have increased as a result of the pandemic. It is important to examine what your own company can contribute in this context.

Sustainable behaviour in all areas of life has long since arrived in society. The coronavirus crisis has intensified this development:

• Around 50 per cent of all respondents are aware of the issue.35 per cent were still aware in 2019. This is shown by surveys conducted by PwC.
• According to YouGov, 81 per cent of respondents expectenvironmentally conscious advertising and communication from companies.

In B2C at least, you will hardly find any companies that do not position themselves on the topic in one way or another. We now even see sustainability in companies more as a hygiene factor.

Win a lot? Rather difficult. Because almost everyone is positioning themselves on sustainability anyway. But that’s exactly what makes it so relevant. You can’t not communicate. And not taking a stance on important social issues also shows a stance. There is a lot to lose.

How is sustainability implemented in companies?

Whether in the production of clothing, animal husbandry or donations for the preservation of endangered flora and fauna – numerous companies present themselves as green companies. But consumers can certainly recognise greenwashing. Especially as there are more and more companies where a change in awareness is clearly noticeable in their orientation: Sustainable supply chains, sustainable office design, green IT and social commitment are no longer mere communication strategies here, but a lived corporate culture. Social responsibility: sustainability is more than just CO2 neutrality

Sustainability in companies is not just about climate neutrality, emissions or the use of resources. With environmental social governance and corporate social responsibility, it also encompasses social levels:

• How does a company treat its employees?
• How with suppliers?
• How is the dialogue with stakeholders maintained?
• And what does the company do, for example, to uphold human rights?

End customers are increasingly critical. They are demanding a clear stance from companies on the important issues of our time and are also focussing on supply chains. The market is becoming increasingly transparent.

How sustainably a company acts will therefore also be important in B2B in 2022. At the latest when it comes to surviving on the labour market. The social role of brands makes the difference in a competitive market.