Many brands are moving towards a focus on why they exist rather than just telling their audience all about their product. This week, we have invited guest blogger Debs Adegbulugbe to write about purpose-driven marketing and how it can shape an effective communications strategy:
A life without purpose lacks direction, and the same can be said of brands
Over the years, purpose-driven marketing has gained momentum as businesses seek to connect with consumers on a deeper level, aligning their values and missions with social, environmental, or political causes. For companies today, it’s not just about offering products or services — it’s about creating a brand identity that resonates with what their customers truly care about.
When done right, purpose-driven marketing has the potential to build loyalty, drive revenue, and create lasting impact. However, it’s not without risks—missteps can lead to accusations of “purpose washing”, where brands are seen as using causes purely for marketing gains. Let’s explore the benefits and challenges of this strategy, drawing on examples of companies that have succeeded and those that have stumbled, and evaluate whether this approach remains relevant in today’s marketing landscape.
What Is Purpose-Driven Marketing?
Purpose-driven marketing is more than a strategy; it’s a commitment. It involves aligning a brand’s marketing efforts with causes that resonate deeply with its audience. According to Simon Sinek, author of Start with Why, “People don’t buy what you do; they buy why you do it.” This principle lies at the heart of purpose-driven marketing: by demonstrating authenticity and corporate responsibility, brands can foster emotional connections and stand out in crowded markets.
Brands Leading with Purpose
Several companies have successfully made purpose-driven marketing central to their operations, reaping both reputational and financial benefits. Patagonia, for instance, has championed environmental sustainability with its bold “Don’t Buy This Jacket” campaign, encouraging consumers to rethink overconsumption. By staying true to its mission, the brand strengthened customer loyalty and solidified its role as a leader in ethical business.
The Body Shop has redefined the beauty industry since its founding in 1976 with cruelty-free, ethically sourced products. Anita Roddick, the founder, famously stated, “To succeed in business, you have to give customers what they want, and what they want is ethical products.” This ethos remains a cornerstone of the brand’s identity.
Ben & Jerry’s has woven activism into its DNA, consistently advocating for causes like climate action and racial justice. These efforts not only reflect their core values but also build trust and a strong ethical reputation
IKEA has embedded purpose into its mission “to create a better everyday life for the many people.” The Swedish furniture giant demonstrates this commitment through sustainability efforts and affordable, well-designed products that resonate with a broad, global audience.
Lessons from Purpose Missteps
While many companies have succeeded, others have faced challenges when their purpose-driven efforts appeared insincere or poorly executed. Pepsi’s 2017 Kendall Jenner ad attempted to align with social justice movements but was widely criticised for trivialising serious issues like police brutality. The backlash highlighted the risks of inauthentic purpose marketing.
Gillette’s “The Best Men Can Be” campaign, which aimed to challenge toxic masculinity, divided audiences. While some praised the campaign’s bold stance, others viewed it as preachy and disconnected from the brand’s core identity.
Nike’s campaign featuring Colin Kaepernick, with the tagline “Believe in something. Even if it means sacrificing everything,” also sparked mixed reactions. While it alienated some consumers, the campaign resonated strongly with younger audiences, driving sales and engagement.
Why Purpose Matters: The Benefits
Purpose-driven marketing offers several key advantages. Building trust and loyalty is one of the most significant benefits. Today’s consumers, particularly Millennials and Gen Z, prioritise values. A 2023 Edelman Trust Barometer study found that 67% of consumers remain loyal to brands they trust. This underscores the importance of aligning brand purpose with consumer expectations.
Differentiation in competitive markets is another advantage. As EY’s John Rudaizky explains, “Inclusivity, social equity—these issues aren’t going away. Diversity of thought is essential if you’re marketing to diverse populations.” Purpose helps brands stand out in industries where competition is fierce.
Employee motivation is a lesser known but equally impactful benefit. A company with a meaningful mission inspires its workforce. Employees who feel connected to their organisation’s purpose are more engaged and productive.
Long-term customer retention is also a significant payoff. Campaigns with purpose foster deeper emotional connections with consumers. Unilever’s Dove “Real Beauty” campaign, launched in 2004, is an example of how purpose-driven initiatives can create lasting relationships. It has reached over 60 million people in 139 countries, proving the long-term value of purpose.
The Risks of Purpose-Driven Marketing
Despite its benefits, purpose-driven marketing is not without risks. One major challenge is the risk of perceived inauthenticity. Consumers are quick to call out brands that adopt causes for marketing purposes without genuine commitment, leading to backlash and reputational damage.
Taking a stand on controversial issues can also polarise consumers. While some segments of the audience may applaud the effort, others may feel alienated, as seen with Nike’s Colin Kaepernick campaign.
Short-term revenue risks can arise when purpose-driven campaigns fail to resonate with all customer segments. Some brands may experience initial revenue dips as they navigate the balance between purpose and profitability.
Higher scrutiny is another challenge. Once a brand aligns with a cause, it is held to a higher standard. Any perceived inconsistency or misalignment can result in accusations of hypocrisy, which can harm the brand’s credibility. An example is Mastercard’s 2018 World Cup Children’s meals campaign which caused an immediate social outcry.
Is Purpose-Driven Marketing Still Relevant?
Despite these challenges, purpose-driven marketing remains a strategic necessity in today’s landscape. Seth Godin puts it succinctly: “Marketing is no longer about the stuff you make, but about the stories you tell.” Consumers are drawn to brands that tell authentic, compelling stories that reflect their values.
John Rudaizky of EY echoes this sentiment: “We still believe in purpose. Talent and our people are motivated by it. What we do in society may shift, but the enduring truth around social impact — at some level — is here to stay.”
For purpose-driven marketing to succeed, brands must embed purpose into their core operations rather than treating it as a campaign strategy. Companies like Patagonia, IKEA, and Ben & Jerry’s have shown that when done authentically, purpose-driven marketing can deliver both social impact and financial growth.
Summary
Purpose-driven marketing has the power to transform brands, creating meaningful connections with consumers and fostering loyalty. However, authenticity and consistency are critical. A brand must be genuinely committed to the causes it supports; otherwise, purpose can quickly become pointless.
For businesses willing to embrace purpose as a core part of their identity, the rewards can be immense - building trust, creating lasting impact, and achieving sustainable growth in a competitive market. Ultimately, the future of purpose-driven marketing depends on brands’ ability to balance profitability with sincerity.
Get to know Debs Adegbulugbe
Adebola [Debs] is a dynamic marketing communications professional with over a decade of shaping creative, high-impact campaigns. A Cannes Lions See It Be It 2017 cohort member and a past juror for several creative awards, she thrives on developing work that not only resonates but delivers real ROI for clients. She also loves writing about the ever-evolving world of marketing—sharing insights, sparking conversations, and championing creativity. She loves people, believes teamwork makes everything better, and has an unapologetic weakness for cheese toasties.
