VALUE OVER URGENCY: Encouraging action as a purpose-driven business

How do you spur action in a person? 

According to the French philosopher Michel Foucault, there are typically two ways to do so: through direct force and coercion, or by influencing individuals to believe that an action aligns with one’s own preferences and desires. The latter is certainly more subtle, but undeniably more effective in the long run.

Everyone wants to captain their own ship and no one likes feeling forced.

In copywriting and marketing, it is important to take this into consideration. Calls to action (CTAs) are a well-established tool in marketing—prompts that encourage people to take a specific next step, such as subscribing to a service or making a purchase. 

Conventional wisdom suggests that injecting urgency into CTAs, like ‘Buy now before it’s too late!’ or ‘Hurry! Just 3 left’, increases conversions. However, while effective in driving short-term action, these tactics align more closely with Foucault’s first conception of power, and can harm trust for purpose-driven brands. Urgency-driven CTAs create a sense of pressure, compelling the consumer to act quickly, which can feel more coercive than empowering.

Here’s why for purpose-driven brands, relying too heavily on scarcity and urgency can cause more harm than good—and what you can do instead.

The problem with urgency-driven CTAs for impact businesses

Urgency and scarcity exploit the human trait of regret aversion, a concept identified by behavioural economists Daniel Kahneman and Amos Tversky, which describes our tendency to avoid future regret; ‘if I don’t take advantage of this deal, I might regret it later’.

However, over-reliance on these tactics can increase buyer’s remorse, especially when a consumer feels like they weren’t prepared for their purchase. Even if the product or service delivers on its promises, the emotional toll of feeling rushed or manipulated into a decision can leave the customer questioning whether they acted on impulse, rather than through rational consideration.

This sense of regret can subtly erode brand trust, even at the subconscious level. Academic studies back this up, showing that when a customer experiences buyer’s remorse, they are less likely to become repeat customers, even when satisfied with the product itself. 

The importance of trust to purpose-driven brands

Traditional companies often focus on rapid sales whereas purpose driven brands attempt to align their values with that of their audience—be it their ethical considerations, sustainability, or social responsibility. For such brands, a purchase represents more than a transaction; it is a step towards a shared goal. Consumers are not just buying into a product, but buying into a mission. Therefore, customer trust and loyalty are crucial for the brand’s long-term success.

Value-based CTAs: a better approach

Thankfully, purpose-driven brands are uniquely positioned to leverage value-based CTAs. These CTAs align with a brand’s mission and encourage the audience to be part of something bigger rather than pressuring them into a quick decision. 

Here are three ways you can do this: 

Focus on empowerment, not pressure

Think of a CTA as a nudge in the right direction, not a demand for immediate action. Inclusive language, such as ‘Join us on our mission’ or ‘I want in!’, can frame the purchase as an opportunity rather than an ultimatum.

Emphasise long-term value

Scarcity tactics seek to exploit the short term fear of regret. Emphasising the long-term value of your offering helps remind the audience that their purchase contributes to lasting change. Instead of ‘Buy now or miss out’ a brand with an emphasis on sustainability could write ‘Invest in a greener future’ or ‘Explore our sustainable options’.

Build relationships, not transactions

For purpose-driven brands, a purchase is not the end but the beginning of a relationship, and it’s good to remind people what they would be contributing towards by doing business with you. 

Something like ‘Learn how your purchase makes a difference’ or ‘See the impact of your support’ alludes to transparency, deepening trust and your relationship with customers.

Final thoughts

Scarcity tactics will always have a role in business communications, especially when there is a genuine need for urgency. But for purpose-driven businesses, it’s crucial to ensure that they align with your mission and values.

Doing business with your brand is a means to an end of something bigger.

As the old maxim goes, ‘trust arrives by foot and leaves on horseback’. Building trust takes time, but is the key to your long-term success. And prioritising trust over short-term gains ensures your brand stays true to its mission, creating loyal customers who support your greater vision.

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