By: Natalie Bunting, Strategist 

It’s been a decade since Iris started charting a new model of brand building that uses participation rather than persuasion. To better understand how participation drives performance, we created the Participation Brand Index— a study that measures 150 B2B and B2C brands across the US, Europe, and Asia. This study shows how these brands perform across five key pillars of participation: passionate purpose, experience innovating, people-powered, culture-shaping, and distinctive character.

To get a better idea of our findings, let’s unpack how B2B brands perform when it comes to purpose by using our top performer, IBM, as an example.

B2B purpose should be to be hard-wired throughout a business—no gap between walk & talk.

The complex nature of B2B businesses makes it hard to convey their purpose, but IBM has long been committed to making a meaningful impact in the world. Its mission—to be the catalyst that makes the world work better—is woven deeply into its strategy and articulated in all the ways it does business. From forging the way to a more equitable future to creating pathways to environmental progress, IBM doesn’t just take a stand, it delivers.

B2B purpose takes multifaceted articulation.

In 2008, IBM began a conversation about the promise of a smarter planet and shared a new strategic agenda for progress and growth. The launch of Smarter Planet was not merely the announcement of a new strategy, but the beginning of a whole new worldview. This also gave way for industries, cities, and entire societies to be more productive, efficient, and responsive.

B2B purpose can have a deep impact on social issues every bit as much as B2C.

While social impact is normally associated with B2C brands, IBM has made it its mission to close the skill gap and upskill 30 million people by 2030. As part of this initiative, the company implemented numerous skill-building programs that help people at all stages of their careers gain access to digital skills and training.

B2B purpose needs to be pro-environment.

As of late, 42% of companies switched suppliers or partners due to environmental issues (source), but IBM's first formal environmental policy dates back to 1971—and had been an important part of the company ever since. Most recently, IBM launched its Sustainability Accelerator, a new program that applies IBM’s technology and expertise to help the most climate-vulnerable populations accelerate their clean energy transition.

B2B purpose helps others make a difference.

Just because B2B brands are a step removed from consumers doesn’t mean they can’t help people make a difference. IBM has helped companies across all industries and sectors tackle some of the world’s most pressing problems. Within a year after the launch of Smarter Planet, hundreds of IBM clients had seized new capabilities to build smarter systems and cities, driving measurable change in their companies and communities and beyond.  

It’s ultimately all a product of purpose—how are you living yours?