What ‘Balance’ and ‘Purpose’ Means to Me.
At The Other Consultants, our mission is to help brands grow with balance and purpose.
When I settled on this sentence, the marketer in me cringed. “Balance” and “purpose” are vague words and arguably overused in marketing land. But, I am more than just a marketer; I am also a human and the more I sat and pondered why I was doing this, the more those words resonated with me. [Read more: The Top 3 Lessons of Failure (aka, my story)]
Fundamentally, we believe that our current industrial model has pushed Earth's planetary boundaries – safe limits for crucial natural systems like climate, biodiversity, and freshwater – beyond their tipping points. This threatens not just natural ecosystems, but our food security, water resources, health and ultimately, our future. We believe that by rethinking how we operate and weaving Balance and Purpose into everything we do, we can bring harmony back to the world and craft a safe future for the next generations.
So, what do “balance” and “purpose” mean for us?
Balance
As a noun, Balance means equilibrium or stability. As a verb, it means to bring into harmony.
Balance is both personal and professional. It is giving equal attention to your mental health, well-being, and community. It's about prioritising time for doing the things you love with the people you adore.
It is also about business growth and the implementation of sustainable practices that not only benefit the bottom line but also secure a future where businesses can thrive.
Purpose
As a noun, Purpose is the reason for which something exists. As a verb, it is to set an intention for oneself.
So, Purpose is why you wake up in the morning – it is not just about making money, it's about making a difference. In many ways, the English language is a bit limited around the notion of purpose, so refer also to the concepts of Plan de Vida, Ikigai, or Raison d’être.
Purpose works hand-in-hand with Balance. A clear business purpose that aligns the needs of humans (individual, team, customers, stakeholders) with reality and limitations of the environment leads to healthy, sustainable growth. You're not just selling a service; you're becoming a partner in building a better future.
With these definitions, how does balance and purpose relate to brand growth?
Embrace sustainability: It's not just a buzzword; it's an imperative. Reduce your carbon footprint, source sustainably, and minimise your environmental impact. Partner with organisations working on environmental solutions and advocate for responsible policies. Importantly, think of sustainability holistically as both a personal and professional concept – after all, if you or your team burn out, how can you sustain business growth?
Consider your values: What drives you and your team? What impact do you want to have on the world? Define your core values to include environmental and social responsibility, and let them guide every decision you make.
Invest in your people: Happy, engaged employees are more productive and innovative. Offer flexible work arrangements, prioritise well-being initiatives, and create a culture of open communication and collaboration. This helps attract and retain top talent who share your commitment to sustainability.
Measure what matters: Track your sustainability progress as rigorously as your financial metrics. Use tools like carbon footprint calculators, social impact assessments, and team well-being surveys to quantify your positive impact. Share your progress with customers and stakeholders, inspiring others to follow suit. Importantly, underpinning your marketing communications with data will keep you free of greenwashing claims.
[See also: Becoming a B-Corp]
To us, growing with balance and purpose isn't just a feel-good marketing trend; it's a strategic advantage that aligns with the needs of our planet and its inhabitants. It attracts the right clients, fosters a thriving team, and builds a brand that stands out in the noise.
At The Other Consultants, we're committed to supporting your brand journey. We'll help define your brand’s purpose, find the balance between competing needs, and guide you toward sustainable growth.