Standing up for purpose and profit

This week Stand Agency joined a community of PR agencies and individuals across the world who practice Impact Relations – a fast-growing communications discipline that supports the work of pioneering businesses and organisations who are driven by purpose as well as profit.
At the heart of Impact Relations is the belief that communications can influence positive social and environmental change. By telling the stories of businesses who are focused on creating value beyond profit, whether social or environmental, the Impact Relations community is helping brands to improve their bottom line whilst addressing some of the biggest issues facing the world today.
As conscious consumerism continues to change buying behaviour, businesses are under more pressure than ever to demonstrate their purpose, in order to maintain competitive advantage. They need to show that they are acting in the best interests of sustainability, transparency and fair employment practice. The lingering perception that purpose somehow comes at the expense of profit is being turned on its head by companies who are making a genuine positive social and environmental impact whilst maintaining a healthy bottom line. Ikea, Unilever and Patagonia are three of many examples.
Of course, the world of purpose-led communications has its challenges. With the promise of stronger social capital and customer loyalty, it’s all too easy for brands to aim for the halo without putting in the hard work. Brands who are beginning to think and talk about social and environmental change should of course be encouraged. But we need to be careful as an industry not to create a culture where ‘purpose’ becomes a beautiful mask that hides less attractive realities within. To coin Unilever chief exec Alan Jope’s phrase at Cannes earlier this month, “woke-washing” is on the rise, and we need to be aware of it.
That’s where ‘impact’ really comes in. Brand purpose can be a nebulous idea unless it comes hand in hand with carefully-measured impact. The Impact Relations community is working hard to measure the environmental and social impact of its campaigns to ensure our work stays firmly rooted in genuine change – rather than superficial shine. We’re here to help companies do good, not just look good.
We believe the PR and communications industry has a vital role to play in supporting the growing impact economy. Stand Agency has been working with pioneering businesses and not-for-profits focused on positive change since we launched in 2012, and we’re more determined than ever to ensure those businesses who are genuinely committed to positive impact are given world-class communications support to help them achieve their goals.
If you’d like to be part of our journey, please get in touch.

The future of payment – the revolution of mobility technology
Phasing out petrol and diesel cars and introducing EVs is a great option in...
More information
Claire Brady on Net Zero Hero Podcast
Some people think that ‘circularity’ simply means recycling, but it is so much more...
More information
Earth Day
Earth Day provides an opportunity to take stock of our progress towards addressing the...
More information
When it comes to making sustainability claims, getting it wrong can cost organisations the earth
According to Robin Hicks, “2022 was the year that policymakers started to take greenwashing...
More information
Less is more: How low alcohol brands are targeting their Gen Z consumers
Dry January may be over, but giving up alcohol definitely hasn’t gone out of...
More information
Beyond B Corp: Breaking up with Barclays
Last year we became a certified B Corp, and to do so we had...
More information
Three takeaways from the IPCC’s ‘final warning’ report
This week has seen the release of the latest IPCC report assessing the climate...
More information
Why we’ve introduced a 4.5 day working week
As the rulebook of the working week gets rewritten, at Stand we continue to...
More information
Stand shifts as we move into our second decade
I founded Stand with one simple (but typically ambitious) belief: that good comms can...
More information
So… has the pandemic set us back or propelled us forward?
Last week, just days after the restrictions in England were lifted, we hosted our...
More information
Wellbeing is not a one-size-fits-all approach
It’s safe to say that being plunged into multiple lockdowns across the past 18...
More information
Covid-19 has given us a harsh lesson in education inequality
Although ‘Freedom Day’ is here, Covid’s effects will, as we hear all too often,...
More information
The pandemic of inequalities
Last week, the Health Foundation’s Unequal pandemic, fairer recovery report made headlines, revealing that...
More information
Has the pandemic set us back 50 years, or will it propel us forward?
At its onset, Covid-19 was described as the great leveller. But the pandemic has...
More information
Pride 2021: Tokenistic campaigns just won’t fly anymore
June is Pride Month, a time for celebrating the diverse accomplishments, identities, and members...
More information