2022 – The Year of Purpose People
New Year, new opportunity to reaffirm and renew your commitment to purpose!
2022 is going to be an exciting year for the acceleration and maturation of profit-purpose partnerships – led by the everyday impact hustlers who are on a mission to change the world through purpose – a.k.a. the purpose people!
To help jump-start your purpose journey, we’ve outlined below the top trends that you and your organization need to know to slay your 2022 purpose potential! Let’s dive in:
2022 Purpose Landscape
5 Global Issues to Watch
- COVID-19 Response and Recovery
- Poverty Reduction and SDGs
- Climate Ambition, Impact and Accountability
- Gender Equality
- Humanitarian Crisis
It’s no surprise that the pandemic rounds out at the top of our list of global issues to watch in 2022. With COVID-19 now having claimed the lives of over 5 million people worldwide, the debate of how to effectively vaccinate the world population persists.
To further complicate and compound the issue, we are still faced with how to continue striving to meet poverty reduction, greenhouse gas reduction, and gender equality/equity.
This is the moment for purpose people to come together to work to make the world a better place for everyone to live.
We believe in the power of partnerships, and we know that when charities/nonprofits and corporations work together, we can start to tackle these global, complex issues.
For more information about how these top 5 global issues are changing the purpose landscape, download our new 2022 Trend Report!
10 Industries To Partner With In 2022 – because they are fast-growing and most profitable!
- Artificial Intelligence
- Green Energy
- Real Estate
- Environmental, Social, & Governance
- Healthcare & Pharmaceuticals
- Cyber Security
- Cloud Computing
- Internet of Things
In summarizing the top 10 industries above, we can divide the trending industries into two main categories – technology and health & wellness/wellbeing industries.
From real estate tech to digital currency revelations to the re-emergence of the QR codes, it’s truly amazing to see how the pandemic encouraged a touchless-tech revolution.
As they are (even more so now) at the forefront of change and innovation, tech industries are perfect partners to seek out for making transformational and pivotal changes in our society.
Likewise, with the amount of attention, support, and money poured into the health and wellness/wellbeing industry over the past two years, this sector is realizing unprecedented levels of growth.
With this industry looking to boldly tackle some of society’s toughest health challenges, it’s a natural extension to seek out potential partners in the health and wellness industry who are looking to make big waves in the world in 2022 and beyond.
3 Opportunities to Help You Slay 2022
- The Rise of Purpose People
The demand for greater corporate social responsibility (CSR) has been swelling for years now.
Gen Z, along with millennials, are leading the charge when it comes to demanding to work for equitable, purpose-driven companies.
According to The Deloitte Global 2021 Millennial and Gen Z Survey, nearly 49% of respondents said they have made choices on their career path and potential employers they’d like to work for based on the organization’s values and ethics.
Retaining Gen Z, Millennial, or any employee age group is big business and vital for corporations to understand as to not succumb to challenges posed by The Great Resignation.
We call this workplace revolution the rise of the Purpose People.
Organizations and nonprofits alike need to invest more time and resources in better connecting your people to your organization’s mission.
For nonprofits specifically, it’s time to invest in employee engagement programs so that you are ready when your corporate partners come to you asking for ways to better engage their employees with your cause.
For corporations, it’s imperative to make sure you are connecting your company’s philanthropic and “purpose” commitments to your overall employee retention goals.
Measuring the relationship between CSR engagement and employee loyalty will enable you to demonstrate the impact of your efforts on the ultimate bottom line.
To learn more about the implications and rise of the purpose people, download our 2022 Trend Report.
- Constituent/Cause Emersion
As mentioned earlier, technological innovations have exploded over the past couple of years and have forever changed how people interact with brands and causes.
Digital landscapes and non-fungible tokens have become mainstays and big players in the profit-purpose landscape.
Take a look at how brands and causes alike are diving into these new technologies to amplify purpose-creation opportunities.
Purpose-Built Digital Dystopias
Set in 2050, Pollinator Park is a VR experience that explores a future without bees and other pollen spreaders.
After shopping for groceries in a pollinator-deprived world, users can repopulate the planet. The project was conceived by the EU Pollinators Initiative in collaboration with ‘archibiotect’ Vincent Callebaut.
Non-Fungible Tokens (NFTs) For Good
Kings of Leon released their album, When You See Yourself, as an NFT. Of the $2 million generated from sales, they donated over $500,000 to Live Nation’s Crew Nation fund to support live music crews impacted by the pandemic.
It’s time for causes to lean in. Whether it’s a Metaverse movement for good, a phygital gaming solution, or NFT cause marketing, nonprofits should consider testing one (or all) of these innovative approaches to greater constituent engagement in 2022.
For brands, it’s time to figure out how to weave purpose-driven initiatives throughout all aspects of new technological advances – from workplace engagement to new digital products to marketing campaigns.
To see more examples of technological advancements for good, download our 2022 Trend Report.
- Impact Measurement 5.0
The events of 2020 and 2021 underscored the consumer demand for brands to speak up about front-page issues.
It also inspired a demand for brands to outline their plan of action and measure tangible outcomes to show the effectiveness of their purpose-focused activities.
Measurement 5.0 is what we are calling the necessity for causes and brands alike to capture and report on the holistic impact social commitments are having on our world and our business.
While measuring the “S in ESG can still seem like the Wild West, CSR professionals are taking it upon themselves to begin to craft reporting standards.
We believe 2022 will be the year for corporations and causes to come together to start this standardization process.
For either group – NPOs or corporations – the New Year is the perfect time to realign with your partners to make sure everyone is on the same page for purpose-driven social impact in 2022.
For inspiration on how other causes and brands are diving into Measurement 5.0, check out our 2022 Trend Report!
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