Growth with meaning – why purpose is essential for sustainable growth

In the classic 4P marketing model – product, price, place, and promotion – a new "P" has emerged as a powerful driver of modern growth strategies: Purpose.

Philip Kotler, often referred to as the father of modern marketing, introduced the fifth P in response to a shifting landscape where customers, employees, and partners expect more than just products and services – they expect a purpose. A deeper meaning. A why.
→ Read more about Kotler’s fifth P – Purpose

At Distinctio, we work with growth across the entire customer journey. Time and again, we see that optimizing communications and campaigns isn’t enough unless there is a clearly defined and authentic purpose at the heart of the organization. Purpose isn’t a communications gimmick – it’s a strategic engine. It’s where real competitive advantage and sustainable growth begin.

OBOS: Membership with a mission

A strong example is the Norwegian cooperative OBOS. Many know them as a housing developer – but their strategic foundation lies in their membership model. OBOS is a member-owned cooperative with over 550,000 members. This not only gives them access to the market but also creates a powerful loyalty platform. They don’t just build homes – they build communities, for and with their members. That is their purpose.
→ Learn more about OBOS and their membership model

This purpose-driven approach has positioned OBOS as far more than a traditional real estate developer. It resonates with all stakeholders – from customers and employees to policymakers. Their members are not just customers – they are co-owners. This creates a fundamentally different dynamic in both brand building and business development.

Purpose as a growth engine

How does this connect to growth? A clear and compelling purpose strengthens market position and enhances brand relevance:

• Attracts the right audience – both customers and talent
• Anchors decision-making across the organization
• Aligns marketing, sales, and product development
• Increases loyalty and customer lifetime value
• Enables innovation and new revenue streams

This isn’t just theory. A Deloitte study found that purpose-driven companies grow three times faster than their competitors and achieve higher workforce and customer satisfaction. Similarly, Kantar Consulting showed that brands with a strong sense of purpose saw a 175% increase in brand valuation over 12 years – more than double the average. And according to McKinsey, companies that combine purpose with creativity and analytics achieved 2.7 times higher growth than peers between 2019 and 2020.

When Distinctio helps companies drive growth, we often begin here: What role do you play in people’s lives – and why do you exist? Is it clear? Is it credible? Is it embedded?

When the answer is yes, we see faster progress in commercial efforts. Campaigns perform better. Conversions improve. Employer branding strengthens. A clear purpose doesn’t just provide direction – it builds momentum.

Our approach: Growth with substance

Distinctio combines strategic marketing insight with hands-on execution. We don’t believe in quick growth hacks without substance – we believe in growth that lasts. That’s why we work across the entire journey: from purpose and positioning to activation, teams, platforms, and culture.

We call it growth with meaning – because companies with a clear “why” grow faster, more confidently, and more sustainably.

Curious how your company can connect purpose and growth?
Let’s talk – contact us at Distinctio.