Brand purpose ≠ Positions on causes
Posted: Sun Apr 06, 2025 9:04 am
Transparency with consumers is what will set the pace of the change you want to achieve, and consumers are listening. According to an Accenture study, 62% of buyers worldwide want companies and their brands to take a stand on the social, cultural, environmental, and political issues close to their hearts.
“Consumer transparency is what will set the pace of the change c level executive list ou want to achieve, and the consumer is listening.”
Following the rise of movements like #MeToo, Black Lives Matter, and "A Day Without Women" in Mexico, many brands have felt pressured to take a stand, driven by consumer demands for actions aligned with their interests. A statement may be sensitive in the public eye, but it helps raise awareness of issues and spark discussions in more homes.
Your brand's purpose is much more than omitting opinions. It's essential to identify the spaces where your business can have a direct impact on communities, influence consumer thinking, or change established models and stereotypes in your category. The results may be controversial, but they are invaluable for your brand to stand out in the conversation.
Even brand positions that seem to run counter to your business can have a positive impact. A good example of this is WeTransfer's "Please Leave" campaign , which invited people to reflect on the time they spend connected to technology. A brand of this caliber telling you to unplug (and giving you the tools to do so) generates a disruptive and differentiated conversation.
“Consumer transparency is what will set the pace of the change c level executive list ou want to achieve, and the consumer is listening.”
Following the rise of movements like #MeToo, Black Lives Matter, and "A Day Without Women" in Mexico, many brands have felt pressured to take a stand, driven by consumer demands for actions aligned with their interests. A statement may be sensitive in the public eye, but it helps raise awareness of issues and spark discussions in more homes.
Your brand's purpose is much more than omitting opinions. It's essential to identify the spaces where your business can have a direct impact on communities, influence consumer thinking, or change established models and stereotypes in your category. The results may be controversial, but they are invaluable for your brand to stand out in the conversation.
Even brand positions that seem to run counter to your business can have a positive impact. A good example of this is WeTransfer's "Please Leave" campaign , which invited people to reflect on the time they spend connected to technology. A brand of this caliber telling you to unplug (and giving you the tools to do so) generates a disruptive and differentiated conversation.