Now More Than Ever, We Need To Find Our Purpose

When we are all feeling the effects of our lives being turned upside down literally in front of us, so many of us – that are fortunate enough to do so – are propelled forward into overdrive asking the same question: how can we help? 

We are witness to footage from all over the world showing humanity at its best. Inspiring and beautiful heroic acts of kindness, creativity and courage. It has one common denominator: the need for human connection and communication. It’s no longer just a want. 

I’ve been banging on about brand purpose for so long, potentially at the risk of more rolling eyes and I got plenty of social distancing at parties before it was a ‘thing’! I would often catch myself saying the same old line “it should be the norm” and still questioning why it isn’t. 

I recently read an interesting quote that put a completely different spin on the Covid-19 epidemic: “Humanity is the virus, Covid-19 is the vaccine”. 

Our new normal means companies are hurting as much as people are… Brands need to survive, but the question is how?

Admittedly we can’t all be a Jack Daniel’s and so beautifully bring people together, nor a Netflix that has incredibly crafted pro-active ideas released without commissioning. But we can make a difference. 

I have always believed that creatives should focus on solving problems rather than creating them. And by seeing the opportunity rather than the challenge we can seize this ‘gift’ of time to stop, breathe, reflect and ask ourselves one main question: What is our (brand) purpose and how can we better humanity, creating real human connections through communication? 

We all have a responsibility to make sure what we do on this earth doesn’t do more harm than good, both for the environment and human rights. We want to leave our home in better shape than we found it. Given the stats are against us let’s use this time to think ‘how’ and start giving real, meaningful purpose to become a force for good. 

All brands can create ideas that change the world, without costing the earth. What’s your purpose?

Charney Magri is a partner at Do Epic Good, and a director.