The concept of ‘brand purpose’ has been hailed as the ultimate driver of consumer loyalty and business success.

Marketers have consistently advocated for brands to find their ‘higher calling’ and align their mission with social or environmental causes.

“To inspire and nurture the human spirit—one person, one cup, and one neighbourhood at a time.” – Starbucks

While it’s essential to create an authentic connection with consumers, is brand purpose as effective as many experts suggest?

What is brand purpose?

Brand purpose, in its essence, is the stated reason for a brand’s existence beyond profit-making – (notice the italics on ‘stated’).

It’s about conveying to the world that a brand stands for something more profound, whether it’s sustainability, social justice, or a specific set of cultural values.

“To bring innovation and inspiration to every athlete in the world—If you have a body, then you’re an athlete.”

– Nike

Advocates for brand purpose argue that consumers today demand more from brands than just products or services; they want to support businesses that share their beliefs and contribute positively to society.

Companies like Patagonia use this technique to push their agenda for a cleaner and more sustainable environment. Others, like Gymshark, have more loosely applicable brand purpose:

“We exist to unite the conditioning community”

– Gymshark

Consumers and brand purpose

Let’s consider a somewhat inconvenient truth for marketers – the majority of consumers, in reality, simply may not care about brand purpose as much as you think.

A 2021 global survey by Kantar Millward Brown found that only 23 per cent of consumers in the UK consider a brand’s social or environmental purpose as a primary purchase driver.

Richard Shotton, author of The Choice Factory, found that studies of brand purpose were often flawed and many are too subjective to actually be researched effectively.

The fact that high performing businesses often have a stated brand purpose is not in of itself evidence that they increase sales – there are more important issues to consider.

So, what really matters to consumers?

When making purchasing decisions, consumers often prioritize other factors over brand purpose. Including:

• Price: Consumers are naturally cost-conscious. A competitive price tag often trumps the appeal of a brand’s mission statement – especially if it is one that is not on their list of priorities.
• Product quality: Consumers expect value for their money. If you’re selling a crappy product, any claims of environmentalism are squashed under the weight of its poor quality.
• Status and identity: Brands that allow consumers to express their identity or social status can wield considerable influence. Think luxury brands, designer labels, and exclusivity. Starbucks is a prime example; walking around with one of their cups just looks cooler than Café Nero’s – for many people anyway.
• Convenience: In today’s fast-paced world, convenience is king. Online shopping, easy returns, and fast delivery can significantly impact choices and consumers are fare more likely to shop for ease rather than moral superiority.
• Brand reputation: A brand’s history, customer reviews, and past experiences also hold substantial sway.

The quest for authenticity

The modern consumer is discerning and increasingly immune to hollow marketing claims.

They demand authenticity, and the risk of “purpose-washing” – where a brand’s purpose feels insincere or opportunistic – can be detrimental.

I showed you the Starbucks brand purpose in the introduction, did you really believe it? I doubt it…

Famous companies and their stated brand purpose

“Quality. Integrity. Environmentalism. Justice.” – Patagonia

“To bring transportation as reliable as running water everywhere for everyone” – Uber

“To create a world where anyone can belong anywhere” – Airbnb

“To fulfil the dream of freedom through the experiences of motorcycling” – Harley Davidson

“To bring the best user experience to its customers through its innovative hardware, software, and services” – Apple

“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online” – Amazon

Conclusion

Brand purpose, while a compelling aspect of modern marketing, is not the solution for all marketing challenges.

A well-defined purpose is undoubtedly valuable for differentiation and building connections, but it’s only one piece of the complex consumer decision-making process.

In the end, consumers consider various factors such as price, product quality, status, and convenience when making choices rather than focusing on the culture and values of a business.

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