Purpose-driven marketing isn't new, we just haven’t kept up

Purpose-driven marketing is not a trend; it is the standard in how businesses operate and connect with their audiences. This is not a ‘groundbreaking’ concept. Every business, regardless of its scale or industry, has always had a purpose at its core. The ‘why’ behind the business—the reason for its existence—has always been fundamental. Without this clarity, no business can thrive. This idea is not a recent phenomenon but dates back centuries, even to Adam Smith’s era, when he emphasised the importance of purpose in business. We are noticing now!

From digital success stories of Zomato or Nykaa to ever-present marketing behemoths like Nike or Coca-Cola; all of their success lies in their well-defined purpose. Even fast-food chains like McDonald’s have always communicated their mission clearly. Over the past decade, however, brands have become more explicit in sharing their purpose with their audience. Recent data reveals that 57% of millennials and Gen Z consumers prefer brands aligned with a social cause. This reflects how purpose resonates even more with today’s audiences.

Purpose is the foundation

To fully grasp the concept of purpose-driven marketing, we must first define marketing itself. Marketing has always been a means to an end—a business objective—whether that’s brand building or increasing sales. We have to understand that it takes time.

Purpose-driven marketing takes this one step further. A fundamental idea that becomes the lighthouse of all your marketing efforts. I keep going back to Nike, not because of its products (Budding Sneakerhead, guilty as charged) but because it’s perhaps the best example of building a story, a purpose that resonates.

Today, Nike’s mission statement reads, ‘To bring inspiration and innovation to every athlete’. This may have evolved from Phil Knight’s first shoe, but at the heart of it, the purpose has remained unchanged—from the swoosh logo to the tagline, ‘Just Do It’. This idea of inspiration has understandably gone beyond athletes, as Nike is no longer a product company but a lifestyle brand. A brand that inspires the likes of you and me, be it a high-performance running shoe in Air Max or a fashionable sneaker in Blazers Low.

This is what purpose can do for a brand, as people believe in what you stand for and buy your story—literally and operationally.

Purpose is the fulcrum

Did I say it takes time? Yes, it does. For your purpose to assimilate into the world of consumers, it takes time.

The first step is setting the expectation, with your identity, product, service and all the Ps in marketing. When customers buy a product, they expect it to fulfil the brand’s promise. The next step sounds simple but is the most important, that is, doing it again and again and again. Consistently meeting and fulfilling expectations fosters the most coveted of emotions in the dictionary of business—trust. I have had the privilege to sit with business owners, across regions, sectors, and sensibilities, and do this exercise.

‘What word comes to mind when you hear the word TATA?’ The answer? Always the same: ‘TRUST’.

Business owners and marketing heads long for loyalty. I don’t blame them. You can incentivise loyalty, but you have to build trust. The former is easier, the latter takes a village. In a free market, customers are free to choose, and trust ensures they continue to choose you.

This takes us back to purpose. To create this trust, the brand’s purpose has to be genuine and clear. Words won’t do your bidding, the actions must align. At the end of the day, the product itself is the true ambassador; so the alignment of product-trust and brand-truth is crucial. Are product marketers the industry’s answer to this? A question for a different time, but one quote summarises this:

‘Nothing kills a bad product faster than good advertising’.

Yes, Bill Bernbach said something very similar but the exact words were of Jerry Della Femina. See how trust works?

Apple, since Steve’s return, and Toyota, since its Ford visit, are some companies that have integrated purpose into their business and communication strategies, got consumer trust and reaped their rewards. It’s a seed that needs metaphorical water, sunlight, nutrients, and of course, time.

Purpose is the future

Social media has amplified the visibility of purpose-driven marketing. Brands like Patagonia have aligned their business practices with their stated purpose. By encouraging the repair and reuse of old jackets, the brand successfully reinforced its commitment to sustainability—a reflection of its core values. This resulted in boosted sales.

Authenticity is crucial for businesses and essential for purpose-driven marketing. Brands attempting ‘Purpose-washing’—displaying values they don’t practice—risk losing consumer trust.

Cultural and market contexts determine the effectiveness of purpose-driven marketing. Nokia did attempt ‘Connecting People’, but ultimately failed as it failed to adapt to market realities. Purpose must stick to its truth, but must evolve with changing times too.

Here, keeping the ‘scientist mindset’ in research and development endeavours is crucial. Younger generations—millennials and Gen Z—carry higher expectations due to exposure to global cultural contexts. Observing customer interactions across a varied set of demographics helps pinpoint audience preferences and brings authenticity to purpose-driven marketing.

AI-based tools aid the same by creating avenues of personalised engagements, such as using 360° cameras for virtual factory walkthroughs makes the experience more impactful. Measuring the effectiveness of executed campaigns ensures the brand stays relevant and authentic.

Purpose is fantastic

Successful purpose-driven marketing is all about consistency, adaptability, and you guessed it—authenticity. Brands like TATA, Nike, and Apple have lasted through time because they show the power of purpose by communicating it through their actions and products.

In a world where consumers are increasingly conscious of their values, choices, and purchasing decisions, purpose-driven marketing isn’t the future. It is the present.

Purpose isn’t just another marketing strategy. It is the foundation for successful and sustainable business. The best time for this wasn't yesterday, it was your Day 1. The next best time? Tomorrow’s morning scrum meeting. Keep up.