When brands don’t need to save the world.
There was a time when brand purpose was a pioneering move — a bold way for brave brands to take a stand, connect deeply, and shape culture. From 2000 to 2010, it was the strategy of outliers.
Think Patagonia urging customers to buy less, or Dove Real Beauty challenging beauty stereotypes. Purpose wasn’t just a marketing angle — it was deeply embedded in what these brands made, sold, and stood for.
Fast forward to the 2010s, and more brands found ways to weave purpose into their core. Pedigree’s “Feed the Good” anchored a long-term push for dog adoption, tying product benefit to a cause the brand could credibly own.
When purpose became a box-tick
By 2020+, purpose had shifted from brave choice to mandatory checkbox. Every brand, regardless of category or credibility, seemed to have a social mission. And in the rush to be seen as “doing good,” authenticity slipped.
Some retailers, like Cotton On, have been called out for overstating sustainability credentials — a reminder that even well-intentioned campaigns can backfire if the delivery doesn’t match the promise.
Today, Gen Z audiences, in particular, have a finely tuned radar for tokenism — and are quick to roll their eyes when purpose feels performative.
The question isn’t “purpose or not?” — it’s “why and when?”
Purpose isn’t dead. But it’s not for everyone, all the time. The choice to take an activist stance or champion a cause should be strategic, not reflexive. It’s not rocket-science but it’s alarming how many brands keep getting it wrong.
Three lenses to explore if purpose might be right for your brand:
Authenticity: Does this cause connect directly to your brand’s DNA, history, or category role?
Credibility: Do you have the expertise, influence, and resources to contribute meaningfully?
Relevance: Does this issue matter to your customers right now — or are they looking for you to simply deliver on your core promise brilliantly?
Sometimes, sticking to your knitting is the brave move.
In a cost-of-living crisis, people are prioritising quality, reliability, and fair pricing over lofty purpose promises. Not every mascara needs to save the world — sometimes it just needs to make your lashes look great every time.
Bottom line: Purpose works best when it’s strategically embedded in your brand meaning. Align it with your brand truth, act on it consistently, and be brave enough to sit it out if the cause isn’t yours to carry.
