Brands Can’t Fake Purpose in an Age of Scrutiny.
Why Purpose Matters Now
Purpose has shifted from a marketing accessory to a business requirement. In a world of instant visibility, every inconsistency is exposed and amplified. A single misaligned action can erase years of investment, while a clear purpose carried through operations, communications, and culture accelerates trust and loyalty. For younger consumers in particular, purpose has become inseparable from brand identity. They are not just buying products; they are buying alignment with beliefs.
The Risk of Performative Purpose
As expectations rise, so does skepticism. Consumers are quick to spot when purpose is opportunistic or bolted on. A rainbow logo in June or a campaign about empowerment that conflicts with labor practices no longer passes unnoticed. Performative gestures often generate backlash because they signal convenience, not conviction. The credibility test now is whether a brand’s purpose holds under pressure, in supply chains as much as in advertising.
Purpose in Practice
Clear purpose directs decisions, not just messaging.
Unilever’s Benign by Design initiative in homecare reengineered formulas to minimize environmental impact, embedding sustainability into product development rather than running separate campaigns. The move reinforced trust in categories where greenwashing is common.
Etisalat (now e&) shifted from being known purely as a telecom operator to positioning itself as a digital enabler, investing in education and tech access across the Middle East. Purpose was not stated, it was operationalized through infrastructure.
Almarai, one of the largest food producers in the Gulf, ties its purpose to family wellbeing. Campaigns highlighting the role of food in connection and care are matched by long-term commitments to food security and sustainable farming practices, making purpose visible in both product and policy.
These examples show that purpose builds equity when it is anchored in core business activity and sustained over time.
Why It Impacts Performance
Purpose is not sentiment; it shapes measurable outcomes. It drives preference in crowded categories, increases resilience when mistakes occur, and attracts employees who want more than a paycheck. Companies that link purpose to daily behavior tend to see stronger loyalty, higher lifetime value, and a recruiting advantage in competitive talent markets. In this sense, purpose is not a cost, it is a multiplier of brand and business performance.
Getting Purpose Right
Brands that succeed at purpose apply discipline:
They define purpose in language that is specific and lived, not vague.
They ensure it connects directly to the communities they serve.
They align communications with operations so the message and the reality cannot be pulled apart.
They measure impact, not impressions, using metrics such as retention, trust scores, or category share.
Bottom Line
Purpose has become the filter through which every brand is judged. Done well, it compounds trust, loyalty, and cultural relevance. Done poorly, it creates backlash and erodes equity.
The choice is no longer whether to have a purpose but whether to live it consistently. In an environment of constant scrutiny, the brands that endure will be those that prove purpose through action, not those that decorate campaigns with it.
