Huddle 2018 - Content Hub

How do you fit a rhino in a Mini Cooper?

 How do you fit a rhino in a Mini Cooper?  

 Curiously, kids get that question right far more often than adults.  

Questions like the above have a habit of raising eyebrows. Conversations about brand purpose often evoke a similarly perplexed response - albeit with far less butter-powered contraptions. 

According to Nielsen, 64% of consumers increasingly look for brands that share their values. That number grows as an audience gets younger, to include the lucrative and ever-elusive millennials (not to be confused with Snake People). 

At the same time, businesses are under increasing pressure to hit their targets while being more ethical than ever. That means that not only is the weight of pressure greater, it carries far more caveats - you can’t find margin in malpractice.  

20 years ago, a brand could be perceived as purposeful if it cut a cheque to a community project. You could lay off 20% of the workforce 6 months prior and it didn’t really matter - there would be a blip, and people would forget.  

But now, “forget” isn’t an option. And even when it is, it kind of isn’t

Today, purpose has moved from being a ‘nice to have’ cost centre, to a genuine ‘value add’ for the company and the consumer. Within Unilever’s portfolio, brands with a clearly defined social purpose such as Dove and Lynx grow 59% faster than other brands.  

Could you afford growth like that? Thought not.

All that stands in your way is one question:  

How do you fit a rhino in a Mini Cooper?  

The answer? Just open the door, and let it walk in. 

 Kids get this right more than adults because they’re free of constraints and experience, and can imagine that rhino as big, small or as weirdly shaped as they like. Adults, sadly, inevitably make things far more complicated. But really, building a purposeful brand doesn’t need to be problematic.  

Go make your inner 6 year old proud. Just open the door.