As the year winds down, there’s this moment. A quiet pause before the new begins. Everyone feels it.
It’s that time when we look inward. Ask ourselves the big questions. What really drives us? What makes us excited to wake up tomorrow?
For some, it’s a moment of inspiration. For others, a quiet reckoning. But one thing’s clear—it’s time to reset.
But what if it wasn’t just us? What if companies did the same thing? What if they took a step back—looked at their story, their why—and asked, What’s next?
Because brands, just like us, can find purpose. They can find that spark that ignites everything. And when they do? Well, everything changes.
Let’s talk about that in the edition #31 of Vik’s MIX (Marketing Insights Exchange) Newsletter. A purpose-driven brand... and why it’s not just a buzzword, but a blueprint for something bigger.
And then will move onto other interesting topics: how companies are winning the hearts and minds of Gen Zs and Millennials. And what they are doing to makeover their marketing.
So here’s what we will uncover.
Purpose Brands
Winning Gen Zs and Millennials
B2B Borrowing From B2C
Purpose-brands
You ever feel like every brand is just out here shouting for attention with the same tired lines?
It’s all “we’re the best,” “we’re the fastest,” “we’re the smartest”—but what about what really matters? You know, the heart of it all.
The companies that are catching fire in the B2B world aren’t just about pushing products—they’re showing up with a purpose.
And trust me, that purpose is what’s pulling in not just customers, but partners who want to align with something bigger than just a fat bottom line.
So let’s dive in and see how a few game-changing brands are doing just that.
1. IBM: Smarter Planet Initiative
Let’s face it: IBM has been around for ever. But they’re not coasting on their reputation. Their “Smarter Planet” initiative isn’t some corporate fluff—it’s their way of saying, “We’re using tech to make the world a better place.”
They rolled it out during the global financial crisis, not to save their own skin, but to solve problems like climate change and resource management. This is about using knowledge and tech to make real, tangible change.
2. UncommonGoods: Ethical Sourcing
Imagine buying something that’s not just cool, but also helping change the world for the better. That’s UncommonGoods in a nutshell.
This isn’t some mass-market marketplace—they’re all about supporting artisans and making sure everything is ethically sourced. Every product has a story, every transaction means someone is getting a fair deal.
3. Interface: Sustainable Flooring Solutions
Yeah, you read that right. A flooring company is leading the charge in sustainability, and it’s not just some half-baked idea. Interface’s “Mission Zero” initiative is their way of saying, “We’re cleaning up the mess, not adding to it.” From using recycled materials to slashing carbon emissions, they’ve made it their mission to leave no footprint behind. They’ve got an eco-warrior vibe.
4. TOMS: One for One Model
TOMS isn’t just about selling shoes; they’re about putting their money where their mouth is. Their “One for One” model is genius in its simplicity: for every pair of shoes you buy, they donate one to someone who needs it.
You’re not just getting a cool product—you’re making a real impact. It’s not just about shoes, it’s about purpose.
5. Warby Parker: Social Entrepreneurship
Warby Parker didn’t just disrupt the eyewear industry—they flipped the script entirely. Their “buy-a-pair, give-a-pair” program means that for every pair of glasses sold, one goes to someone in need.
They didn’t just set out to sell eyewear—they set out to solve a problem.
Look, if you’re a business that’s just out here selling to make a quick buck, this probably isn’t for you.
But if you’re in it to make a real impact, to build something that people can believe in, then you need to get with the program.
So, what’s your purpose? It’s time to figure that out because when you lead with it, you’ll attract customers and partners.
Winning Gen Z and Millennials
Let’s be real: Gen Z and Millennials aren’t here for the same old ads and tired sales pitches. They want to feel something. They want to connect, share, and build something real.
If your brand’s still stuck in the past, you’re missing out. Enter community marketing, the secret sauce that’s totally shaking things up.
Here’s why it’s the ultimate way to grab the attention of these generations—and keep it.
1. Real Connections Matter
Gen Z and Millennials don’t just want to buy stuff—they want to belong. Seriously, 82% of Gen Z says they want to be part of a community.
That’s a massive opportunity for brands to create spaces where people can vibe with each other and feel like they’re part of something bigger. Community marketing is all about giving them that connection.
When your brand creates a space for these meaningful bonds to happen, you’re no longer just another product on a shelf—you’re family.
2. Peer Power: Word of Mouth is King
Forget trying to push your product down their throats with a flashy ad. Gen Z trusts their friends—not ads.
A solid 88% of them trust recommendations from people they know way more than a slick commercial.
That’s where the magic of community marketing really hits. When you’ve got a community of people who are already loving what you do, they’ll do the heavy lifting for you.
The best part? It feels real and authentic, which is everything to these younger generations.
3. Self-Expression is Everything
For these generations, it’s not just about what they buy—it’s about who they are. Community spaces give Gen Z and Millennials the perfect stage to express themselves.
Gen Z, especially, sees their identity as a work-in-progress, and they’re turning to brands that offer them the freedom to explore, experiment, and grow.
When your brand gives them the platform to do that, you’re not just getting their attention—you’re getting their loyalty.
4. Stand for Something, or Stand Aside
Gen Z and Millennials care about more than just getting stuff—they care about what that stuff stands for.
They’re drawn to brands that align with their values, whether that’s saving the planet, fighting for equality, or standing up for what’s right.
Community marketing helps brands show the world that they’re about more than just products—they’re about a movement. And guess what? People want to be part of that movement.
5. Get Interactive, Get Involved
These generations aren’t sitting back and watching your brand in action—they want to be part of the story.
Whether it’s live events, polls, or discussions, they crave interaction. When your brand encourages participation, it sparks energy and keeps people engaged.
Plus, you get a direct line to the pulse of your audience with real-time feedback and insights. Win-win.
6. Digital Natives Live Online
Gen Z and Millennials have been online since they were toddlers. They live and breathe social media, and they expect brands to meet them where they are—on their phones, scrolling through Instagram, TikTok, or Twitter.
Community marketing thrives in these digital spaces. You’ve got the chance to create a buzzing online hub where people can connect, share, and chat with you in real-time.
7. Loyalty Through Belonging
When people feel like they’re part of something bigger, they’re in. The loyalty that comes from being part of a community goes way beyond just buying stuff.
These generations stick with brands that make them feel valued, heard, and connected. And that kind of loyalty? It lasts. Big time.
8. Personalization is the Name of the Game
Gen Z and Millennials don’t want to feel like they’re just another face in the crowd. They want brands that know them, get them, and offer experiences that speak to their unique needs.
Community marketing gives you the tools to create personalized content and experiences, making them feel like the brand is tailored just for them. And trust me, that kind of connection? It makes them stick around for the long haul.
Community marketing isn’t just a strategy—it’s the way forward for connecting with Gen Z and Millennials. It’s about standing for something real and building loyalty through authentic connections.
B2B Borrowing From B2C
B2B marketing is getting a makeover, and it’s borrowing some serious moves from B2C playbooks.
Companies are getting creative, shaking things up, and engaging their audiences in ways you wouldn’t expect.
Here’s how some bold B2B brands are thinking outside the box.
1. Direct Mail That Gets Noticed
Digital might be king, but direct mail is making a comeback. Crisp, a food safety software company, sent personalized snack packages to potential clients. It wasn’t just a snack—it was a conversation starter. It worked because it was personal, memorable, and made people want to know more.
2. Building Communities on Social Media
Cognism, a sales platform, turned social media into a gathering spot. They brought in industry pros as brand ambassadors and hosted podcasts and webinars. It’s not just marketing—it’s a community where people can learn, network, and build loyalty.
3. Gamifying the Experience
Pendo, a product experience platform, introduced gamified quizzes and challenges. They made learning fun while gaining insights into their users. It boosted engagement and kept users coming back for more.
4. Getting Creative with Content
Dropbox got creative during the pandemic with their “digital care packages”—coloring books, guided meditations, and stress relief resources. It was more than just a marketing campaign; it was a way to show they cared during tough times.
5. Real Experiences That Stick
Dribbble, the design platform, hosts virtual workshops where designers collaborate and learn from one another. It’s not just a platform—it’s a place to connect and grow. That hands-on experience keeps their community engaged and loyal.
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If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
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