Are consumers sick of brand purpose?

When it comes to branding, consumers consistently express a preference for authenticity, of which ‘purpose’ – a clear mission beyond selling products or services – is an essential part. Yet, as brands rush to showcase social consciousness through hashtag activism and performative allyship, this once meaningful differentiator has come under scrutiny. In an era of scepticism, has brand purpose lost its power, or are consumers simply demanding more from the brands they support?

According to our Senior Brand Strategist, Logan Murtha, brand purpose is very much alive – and always should be – but consumers have become more discerning about how it shows up. Why? Well, when evidence showed that brands with a strong purpose saw benefits on their bottom line, others jumped on the bandwagon. “Some brands, despite not necessarily having a claim to it, attempted to show up within this space and take some of that market share,” Logan notes. “While that might have worked initially, consumers soon started expressing scepticism about the authenticity of those claims.”

The authenticity test

Terms like ‘greenwashing’ and ‘rainbow-washing’ have entered our lexicon, reflecting heightened public awareness of superficial purpose-driven marketing. However, despite this uptick in cynicism, brands do not need to hold back in advocating for causes that are genuinely part of their reason for being. “If you stand for something and it’s part of your brand DNA, you should absolutely show up and speak out in that space,” Logan comments. “But if you’re simply posting a social graphic for, say, Pride Month because other brands doing it, then people may question what gives you the right, the credibility, to do so.”

The litmus test? It’s all in the internal conversation organisations have before going out with a certain message. “Is the conversation about aligning with a cause because you want to win back a consumer segment that values the issue, or is it about identifying a problem in the world that your brand could actually show up and do something for? Those are two different conversations,” says Logan. “There are always going to be people who are critical of your brand – and that’s true even outside the purpose conversation. But if you demonstrate real commitment to a cause, then it doesn’t matter because, on the other side of it, you will have a loyal following that sees the genuine impact you’re making.”

Be. Do. Say.

So, what does this all mean for organisations who feel unsure about how they fit into the brand purpose conversation, or who know what they stand for but don’t know how to integrate it? At Equator, we advise a ‘Be. Do. Say.’ philosophy:

1. Be – if you want to stand for something, start by living it as an organisation. “If women empowerment is something you advocate for, but your leadership team doesn’t reflect that value, then you’ve got to start there,” comments Logan.

2. Do – engage with organisations, communities and initiatives that support your purpose. Make the impact, live your values.

3. Say – tell people how you have been investing energy and resources into this mission and invite them to join you. “Touting your value-based purpose is the final step in the journey,” Logan concludes.

The packaging perspective

When it comes to expressing purpose through packaging design, there is no one, fixed approach but if it’s a key point of difference, then there is an argument for communicating it on pack. “Some principles always apply; you need to standout on shelf and convey taste appeal, flavour profiles and so on, but if – on top of that – the main reason a consumer should reach for your product over the competition is because you stand for something, then it makes sense to call attention to that,” says Logan. “Equally, if it’s not a point of difference, it doesn’t need to be the hero of your packaging.”

Staying true to your North Star

It would be rash to ignore the recent shift in sentiment towards diversity, equity and inclusion (DEI) globally. It has become an increasingly contentious issue, particularly as the sociopolitical landscape has changed, with some organisations rolling back their DEI programmes. For many brands, this is likely to have caused concern, but we would always advise against muting your purpose due to external influence. “If you’re appealing to a certain consumer base, now is the time to double down and reiterate that; although some people are giving up on the thing you’ve fought for, you’re digging your heels in and saying it still matters to you,” says Logan.

But what should brands do if they start to face backlash from a consumer segment that enjoys their products but doesn’t share their values? “When that happens it’s time to look back at your vision statement,” advises Logan. “If you set out to make a certain impact on the world, then stay on that path. Your vision statement is your North Star as a company. If you truly believe in it, you should be able to commit to it and trust that the right audience will stand by you.”

The benefits of being single-minded

At Equator, we encourage a focused approach to brand purpose where companies remain single-minded in their positioning. Logan explains: “We often tell our clients that if you try to appeal to everyone, you’ll appeal to no one. The same is true of purpose. It’s more powerful to be a brand that stands for one particular cause and have that show up throughout the year in different ways.”

This doesn’t mean limiting your impact. As Logan notes, many social causes inherently intersect: “If you’re a brand that focuses on the environment, climate change intersects with socioeconomic status, gender, race. It shows up in all these different ways. As long as you’re rooted in a point-of-view that you can tie everything back to, you will be able to tell a really clear, consistent story and people will begin to associate you with it.”

The future of brand purpose

While brand purpose isn’t losing its power, it does appear to be evolving. Success in this space isn’t about making superficial statements or jumping on every social cause bandwagon. It’s about identifying a clear purpose that aligns with your brand’s vision, committing to it authentically, and demonstrating that commitment consistently through meaningful action.

If you’re looking for strategic advice on how to translate your brand values into meaningful packaging design that resonates with consumers, get in touch with our team at hello@equator-design.com