Use and abuse of purpose

In recent years, there has been a marked shift towards purpose-driven branding, with companies increasingly positioning themselves as champions of social, environmental, and ethical causes. While this trend reflects a growing consumer demand for corporate responsibility, it also raises several issues. The use of purpose by brands, if not executed with genuine commitment and integrity, can lead to accusations of superficiality, hypocrisy, and exploitation.

The rise of purpose-driven branding

Purpose-driven branding involves companies aligning themselves with causes that resonate with their values and those of their customers. This can range from environmental sustainability and social justice to community engagement and ethical practices. Brands like TOMS, which donates a pair of shoes for every pair sold, and Patagonia, known for its environmental activism, have set benchmarks in this space.

Consumers, particularly younger demographics, increasingly expect brands to contribute positively to society. A study by Cone Communications found that 87% of consumers would purchase a product because a company advocated for an issue they cared about. However, the drive towards purpose can become problematic when it is not underpinned by genuine action.

The risk of purpose washing

One of the primary issues surrounding the use of purpose by brands is "purpose washing," similar to greenwashing, where companies falsely claim or exaggerate their commitment to social and environmental causes. Purpose washing can manifest in various forms, such as insincere marketing campaigns, tokenistic gestures, or superficial changes that do not address the root of the issues.

An example of purpose washing is when fashion brands launch eco-friendly clothing lines while continuing harmful practices in their supply chains. These efforts can appear as mere marketing tactics designed to capitalise on consumer demand for ethical products without making substantial changes to the company's overall operations.

Authenticity and consistency

For purpose-driven branding to be credible, it must be authentic and consistent. Brands need to demonstrate a long-term commitment to their chosen causes and integrate these values into their core operations. Inauthentic use of purpose can quickly lead to consumer distrust and backlash.

A notable case is Pepsi’s infamous 2017 advertisement featuring Kendall Jenner, which was criticised for trivialising social justice movements. The ad attempted to associate the brand with the Black Lives Matter movement but was perceived as tone-deaf and exploitative, resulting in significant public outrage and a quick withdrawal of the campaign.

Impact over intent

Another critical issue is the emphasis on the impact of a brand’s actions over its intentions. While a brand may genuinely want to support a cause, it is the actual outcomes of its efforts that matter most. Companies need to ensure that their purpose-driven initiatives lead to tangible positive changes rather than just serving as feel-good marketing strategies.

For instance, a company pledging to reduce its carbon footprint must implement comprehensive measures to achieve this goal, such as adopting renewable energy, reducing waste, and improving supply chain sustainability. Mere pledges without substantial follow-through can erode trust and render the purpose-driven narrative hollow.

Ethical implications

Brands must also consider the ethical implications of their purpose-driven campaigns. This involves being mindful of the potential consequences of their actions and avoiding the exploitation of sensitive issues for profit. When brands appropriate social or environmental causes without a deep understanding or genuine commitment, they risk doing more harm than good.

For example, brands that use cultural symbols or narratives without respecting their origins or context can perpetuate cultural appropriation. This not only undermines the credibility of the brand but also disrespects the communities involved.

The importance of stakeholder engagement

Engaging stakeholders—employees, customers, communities, and activists—in the development and execution of purpose-driven initiatives is crucial. This collaborative approach ensures that the brand’s efforts are informed, relevant, and supported by those it aims to benefit.

Effective stakeholder engagement involves listening to and acting on feedback, being transparent about goals and progress, and fostering genuine partnerships with relevant organisations. This not only enhances the credibility of the brand’s purpose but also ensures that initiatives are impactful and sustainable.