In a world increasingly focused on sustainability and social responsibility, building a business with purpose has become a necessity. or purpose driven business creates a nurturing environment for its stakeholders, which reminds me of some of the fundamental principles of running a successful chicken coop and my own experience building the Chicken Coop Company. Here, we'll explore the lessons we can learn about starting a business with a strong sense of purpose.

Make no mistake: Having a mission-driven business can significantly impact your success. Even when faced with tighter budgets, 70% of consumerswhich marks an 11% increase from 2022, consciously choose to support brands that donate money or supplies to causes that are important to them. Italian shoppers are particularly enthusiastic, with 84% prioritizing these mission-driven brands.

To ensure your business operations reflect your values, start clear defining your mission and values. Integrate these values ​​into every aspect of your business, from product development to customer service. Just as a chicken coop must have all its components working in harmony to create a safe haven, your business must have its operations fully aligned with its values.

Related: 3 Ways to Become a Purpose Driven Company

Conduct regular assessments to ensure your practices align with your values. This could include auditing your supply chain for sustainability or implementing employee training programs focused on your mission. Also, effectively communicating your mission is essential to attracting and retaining customers. Transparency and authenticity are essential. Share your story and the impact of your mission through various channels, such as social media, your website and marketing campaigns.

This is a great time to make sure your company's “voice” is aligned with your purpose-driven mission. For example, if you were to read your website, emails, SMS or other communications, would you be able to clearly hear, perceive and understand the intent you are trying to communicate? If not, now is the time to put together the right words, graphics, gifs and videos to communicate the benefits of your product or service to the customer and do so based on your mission-driven purpose.

Taking lessons from the chicken coop, let's explore the practical steps to building a purpose-driven business.

1. Define your mission and values

A clear mission and set of values ​​act as a compass for your business decisions and help attract like-minded customers and employees. Whole Foods Market's MissionWhole foods, whole people, whole planets” directs their focus on natural and organic products, employee well-being and environmental sustainability. This clear mission has helped them build a strong brand and a loyal customer base, even when they are the most expensive option. Like chickens thrive in an environment designed for their needs, employees and customers are attracted to businesses that reflect their values.

Adding to this, it is essential that businesses regularly review their mission and values, ensuring they remain relevant as the market evolves. This constant alignment not only builds internal coherence, but also enhances the external perception of the brand as genuinely committed to its core principles.

Related: 4 essentials to make your company's mission thrive

2. Integrate your values

Integrating values ​​into business practices ensures sustainability and builds trust with stakeholders. Dr. Bronner's, the organic soap company, integrates its values ​​by committing to fair tradeorganic ingredients and ethical sourcing. They also cap executive salaries and donate a significant portion of their profits to social causes. This commitment has earned them a loyal following and respect from the industry. Like a well-constructed chicken coop that provides stable shelter and food, businesses that integrate their values ​​create a trustworthy and reliable environment for their stakeholders.

Companies should consider creating partnerships and collaborations that reinforce their values. For example, partnering with nonprofits that align with a business's mission can increase credibility and expand its impact beyond direct customers. A great example of this would be a vitamin company aligning with Vitamin angels to give free vitamins to those who are malnourished.

3. Be transparent

Transparent fosters trust and loyalty among customers and stakeholders. Everlane, a clothing company, practices “radical transparency” by sharing the true cost of its products, detailing the manufacturing process and offering transparent pricing. This approach has resonated with consumers and set them apart in the fashion industry. Transparency in your business, like a clear chicken coop, clean and open, it helps build trust and loyalty among those who depend on it.

According to one latest survey from Sprout Social86% of Americans believe that transparency from businesses is more important than ever. The same survey found that 73% of consumers are willing to pay more for products that offer full transparency. Buffer, a social media management platform, practices transparency openly sharing company finances, salaries and business metrics on her public blog. This transparency builds trust and aligns with their value of openness.

Related: 5 Examples of Companies Succeeding Through Transparency

4. Engage your community

Building a community around your business can increase customer loyalty and advocacy. Honest company focuses on community engagement through social media, customer reviews and educational content for healthy living. Their approach has helped them build a strong and engaged community of parents who advocate for the brand. Just as a coop is a community for chickens, developing one community around your business creates a supportive and loyal customer base.

To that end, consider hosting community events and workshops that promote your products or services while providing value and enrichment to your audience, thereby strengthening connections within your business community.

Ultimately, building a business with purpose—much like building and maintaining a chicken coop—requires dedication, alignment, and transparency. By making sure your business reflects your personal values ​​and communicates its mission effectively, you can create a positive influence both on your end and in the world. Take the lessons from the chicken coop and start building a business that not only thrives, but makes a difference.