However, some marketers remain hesitant to embrace brand purpose, citing concerns that if it’s not genuine, it could lead to perceptions of dishonesty. Indeed, there are valid worries in this regard. Yet, establishing a robust brand is crucial for company growth, and brand purpose can serve as a powerful tool in achieving this.

Therefore, it’s prudent to invest time and effort into defining and implementing purpose effectively. Drawing from insights gleaned from our study of 600 CMOs and 7,000 consumers, we’ve developed a comprehensive 6-point plan to assist brands in getting purpose right.

1. Prioritize Employee Well-being: Research indicates that consumers closely associate a company’s treatment of its employees with its overall conduct. Businesses that prioritize their employees’ well-being are perceived favorably, fostering internal and external brand growth. Nearly half of consumers (45%) express a preference for companies that treat their employees well, while a significant majority (78%) state they would comment on a brand’s employee-related practices. Take, for example, Microsoft’s transformation under CEO Satya Nadella. Shifting from a demanding work culture to one focused on collaboration and holistic well-being resulted in enhanced productivity and a positive workplace environment, earning the company accolades it never imagined in the past.
2. Hire Strategically: Creating an appealing workplace makes it easier to attract top talent, whose contributions can significantly shape a brand’s trajectory. Key personnel, such as Patrick Neyret at Danone, can drive purpose-driven initiatives, propelling the company towards its goals.
3. Secure Internal Alignment: Beyond hiring, fostering a shared sense of purpose among employees is crucial. Internal campaigns and empowerment initiatives can instill a deeper connection to the brand’s mission. For instance, Cummings Properties’ employee-directed giving program not only enhances engagement but also fosters meaningful connections and a sense of purpose.
4. Define Clear Purpose: Clarity is paramount. Tony’s Chocolonely’s mission to produce slave-free chocolate exemplifies this approach. Despite challenges, the company’s unwavering commitment to its purpose is evident in its transparent sourcing practices and unique product presentation, reinforcing the alignment between purpose and product.
5. Integrate Purpose into Operations: Embracing purpose requires substantive changes in business operations, as seen in Unilever’s sustainable living plan. While initially met with skepticism, Unilever’s commitment to purpose-driven practices has led to tangible commercial benefits and inspired similar initiatives in other companies.
6. Leverage Purpose as a Business Opportunity: Contrary to concerns about negative impacts, purpose can serve as a catalyst for growth and market differentiation. By aligning with customer values, purpose-driven brands not only enhance their appeal but also open doors to new opportunities and markets.

In essence, brand purpose, when authentic and integrated effectively, is not only a moral imperative but also a strategic advantage. By embracing purpose, businesses can foster stronger connections with consumers, drive innovation, and ultimately, achieve sustainable growth.