People are increasingly drawn to businesses and brands that stand for more than just profit. Consumers want to interact with and support companies that demonstrate clear values and positive social impact (McGilvray, 2022). As communication professionals, practicing intention in our work is key to building meaningful connections and achieving durable success.

Having a defined sense of purpose guides every aspect of operations, from product development to marketing initiatives. As Patagonia’s Vincent Stanley notes, successful measurement involves identifying actions that fulfill the organizational mission, not just tracking loose intentions (Schuman, 2023). A purpose-driven approach ensures all communication stems from a place of sincerity and works to make a difference.

Interpersonal interactions also benefit enormously from intention. Taking time to consider motivations and potential effects on others leads to richer dialogue and strengthened relationships. Employing empathy, honesty and care in conversations, whether with customers, colleagues or the public, builds understanding and trust.

Thoughtfully crafted messages that educate, inspire or simply spread kindness can positively shape perceptions of a brand. Purpose Worldwide CEO, Lana McGilvray, advocates measuring inclusion across an entire company to comprehensively assess commitment and progress (Schuman, 2023). This holistic lens helps identify both strengths and opportunities for growth to better serve all stakeholders.

Overall, being conscious of why we do what we do and for whom is paramount. With intention serving as a strategic through-line, communication naturally aligns with core values. Authenticity also increases as teams openly discuss goals and hold each other accountable. Approaching work with purpose cultivates highly effective outcomes, from enhanced reputation and loyalty to new potential avenues for social good. Now more than ever, businesses and individuals benefit enormously from placing intention at the heart of communication.