Why Purpose Driven Brands Matter More Than Ever

The business world is changing, and the way we connect with customers needs to evolve too. Post-COVID, consumers are demanding more from brands—authenticity, empathy, and a commitment to doing good. Building a purpose driven brand isn’t just a nice-to-have anymore; it’s essential. Let’s explore how some well-known brands are making a difference, and how your business can do the same.

Why Purpose Matters

More than ever, people want to support brands that align with their values. Trust and credibility are critical, and businesses that take social and environmental responsibility seriously are standing out.

But what does it mean to be a purpose-driven brand? It’s about more than just marketing—it’s about making a genuine impact and building real connections.

Examples Of Purpose Driven Brands

1. Ben & Jerry’s: Ice Cream with a Conscience

Ben & Jerry’s isn’t just about delicious ice cream. Since 1978, they’ve been mixing social activism into their business. From tackling climate change with their “Save Our Swirled” campaign to supporting racial justice, they’ve shown how brands can use their platforms for good.

“We’re not just an ice cream company; we’re a mission-driven business committed to using our platform for good.” Jerry Greenfield, Co-Founder, Ben & Jerry’s

Their storytelling and actions have built a loyal community of customers who love what they stand for as much as what they sell.

2. Patagonia: Sustainability in Action

Patagonia sets the bar high when it comes to sustainability. You’ve probably heard of their famous “Don’t Buy This Jacket” campaign, which encouraged consumers to think twice before making unnecessary purchases. Through programs like “Worn Wear,” they’ve championed repair and reuse to reduce waste.

“Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.” Yvon Chouinard, Founder, Patagonia

It’s not just talk; Patagonia’s actions prove their commitment.

3. The Body Shop: Beauty with Heart

Since 1976, The Body Shop has been redefining the beauty industry with cruelty-free, ethically sourced products. Their “Community Trade” program brings ingredients like shea butter from marginalised communities, empowering local farmers while creating high-quality products.

“To succeed in business, you have to give customers what they want, and what they want is ethical products.” Anita Roddick, Founder, The Body Shop

By living this ethos, The Body Shop has become a global leader in ethical beauty.

How to Build a Purpose Driven Brand

So, how can your business embrace purpose? Start by asking: Why do we exist beyond making a profit? This purpose should reflect your values and resonate with your customers. 

Here are a few tips to get started:

1. Be Authentic: Mean what you say and do what you promise. Customers can tell when it’s just lip service.
2. Be Transparent: Share your progress and challenges openly. Trust is built on honesty.
3. Engage Your Community: Support causes that matter to your audience and involve them in your journey.
4. Stay Adaptable: Listen to feedback and adjust as needed. Purpose-driven branding is an ongoing effort.

Purpose Driven Brands: A Smarter Way to Do Business

In today’s world, being purpose-driven isn’t just the right thing to do—it’s also smart business. Brands that align with ethical values inspire trust, build loyalty, and drive success. As business leaders, we have the chance to lead by example, showing that purpose and profit can go hand in hand.

At Mackman, we encourage businesses to create meaningful change and build a brand that will leave a lasting legacy. Together, we grow.