Many of us have a life purpose – it is what motives us to take action. It is our way of understanding our role in life, and why we are here. Recent research has shown that how we see ourselves in the larger world affects our mental health, and how we relate to others (LaBier, 2015). Furthermore, studies from UC Berkeley and UC Irvine found that people who have the “sensation of being part of something much larger than themselves” and created purpose and sense of meaning in their life, experienced “fewer symptoms of depression and anxiety” (LaBier, 2015). In other words, finding purpose in life increases emotional well-being, and just plain feels good. But how does this relate to marketing?
Here is an example: Ford Motor Company is one of the largest industry leaders in automotive. With almost 200,000 employees and 67 plants worldwide, it manufactures and distributes automobiles across six continents (Business Wire, 2016). In the early 20th century, Ford was also the largest employer of African Americans in the auto industry, and has a long history of “supporting the African American community”, known as a company that builds communities by “creating positive social change” (Business Wire, 2016). Ford has been an integral part of Men of Courage, a national program that honors the accomplishments of African American men. In addition, Ford has established the Ford Volunteer Corps, which enlists Ford employees and retirees to work on local projects to strengthen communities. In this way, Ford creates an internal culture of purpose, while utilitizing CSR and philanthropy, bolstering their brand, and reinforcing brand equity among competitors.
Other companies are embracing this concept of feel-good marketing into their design to boost brand positioning and brand equity. Brand equity, to put it simply, is “reflected in the way consumers think, feel, and act with respect