Purpose Marketing: 5 Brands That Prioritize Social Impact
Broadly speaking, you’ll find two types of businesses. One has a brilliant idea that brings in profits. The other has a similar idea, does something similar, but puts purpose ahead of profit. Of course, transactions still happen, profits still come in, similar to its competitors, but its DNA is different. This is the kind of business that builds on purpose marketing, and this is the kind of business we are discussing today.
Purpose-driven marketing or purpose branding is the ideology of finding a single, solid purpose that you relate to and functioning to fulfill that purpose rather than operating like a money-making machine.
But here’s the catch – purpose marketing, though a solid approach, can be slightly tricky. Lean in too hard, and there is the risk of sounding too corny. On the other hand, if your strategy is too weak, there is the risk of appearing like you are “causewashing” (using a cause merely for the sake of standing out). In an era where consumers are more informed than ever, this kind of inauthenticity can damage your brand image.
So, how do you build a purpose-driven brand? To answer this, let’s explore the strategies adopted by some well-known brands known to prioritize purpose marketing.
Without further ado, let’s get started.
What is Purpose Marketing?
Purpose marketing, at its core, means aligning the brand’s core messaging with a strong social or environmental cause or purpose. Therefore, the purpose-driven approach isn’t a short-term stint but rather a long-term approach. The single solid purpose is woven into the brand’s core framework.
In other words, this core purpose is why the business exists. Therefore, it influences every decision you make, from product development to supply chain, brand partnerships to hiring practices, and work culture.
Purpose marketing vs cause marketing – understanding the difference
Purpose marketing and cause marketing might sound a lot similar but it’s crucial to understand how they are different so that you know which approach works best for your brand.
If a brand chooses to voice a cause, collaborate with a relevant organization or community for a one-time campaign, it is cause marketing. This is often short-term and the brand usually adopts this to promote a specific product or product line or to target a specific market. It could also be a specific campaign to voice a cause that is the need of the hour.
For instance, Uber’s “Thank You For Not Riding” commercial was a cause marketing campaign executed during the COVID-19 pandemic, urging people to stay at home.
In contrast, when there is a cause behind the brand’s very existence, when the focus is long-term, then it’s purpose marketing. Therefore, the brand’s core functioning is inseparable from its purpose. The commitment to the cause is not an add-on; it’s the very foundation of the business.
Ultimately, each approach connects with a different kind of consumer and requires distinct messaging. Cause marketing attracts a broad audience looking for a feel-good purchase, with a message that’s often direct and focused on the immediate benefit.
Purpose marketing, however, speaks to a specific, values-driven consumer segment seeking a brand that mirrors their own beliefs. The brand’s messaging is less about a single transaction and more about a shared identity. Hence, a purpose-driven brand connects with an authentic story that invites consumers to join a movement rather than just buy a product.
5 Brands That Have Aced the Art of Purpose Marketing
1. TOMS
One of the most renowned brands known for its purpose marketing is TOMS. The footwear brand is built on the sole principle of “One for One”.
A strong idea to take away from TOMS is that purpose-driven marketing does not always have to be complicated. Consistent focus on a simple, clear long-term goal is all it takes. In the case of TOMS, for every product purchased, the brand gives a corresponding product to someone in need. Therefore, every purchase counts, every purchase makes a difference!
In this case, the purpose wasn’t a marketing strategy added later. It was the entire reason the company was created. Let’s now talk about a few strategies and campaigns adopted by the brand to make purpose marketing work.
From their early days, their commercials have focused on clear and straightforward messaging. Therefore, it’s easy for consumers to understand how the brand is different from the rest and how they are making a difference by shopping from TOMS.
Authentic and relevant collaborations help reinforce purpose marketing. The campaign below from TOMS is the perfect example. By featuring real activists and community leaders, the brand solidifies its message. Moreover, featuring activists signals the brand is listening to and elevating local leadership.
But just because the brand’s focus is long-term, it does not shy away from specific, actionable time-limited campaigns. This kind of messaging is highly effective because it makes the giving process transparent, immediate, and localized.
2. Patagonia
Patagonia’s story begins not with a profit-focused business plan, but with a deep respect for the outdoors. In the late 1950s, founder Yvon Chouinard was a passionate rock climber who began making his own climbing gear because the existing equipment was damaging the rocks he loved. This simple act of trying to reduce harm to the environment became the foundation of his company.
One of Patagonia’s most iconic campaigns was a full-page ad in The New York Times on Black Friday in 2011, featuring a picture of one of their jackets with the headline “Don’t Buy This Jacket”. In an age of brands focusing on driving more sales, in a season where convincing consumers to make a purchase is the core focus, Patagonia chose to take a step back. This campaign was a strategic, purpose-driven move to challenge consumerism and position Patagonia as a brand that genuinely cares about the planet, not just profits.
Another solid example of Patagonia’s purpose marketing strategy is its Worn Wear program. In addition to allowing consumers to buy second-hand goods, this is a repair-first program that often arranges mobile repair tours, and a resale marketplace that keeps gear in use rather than in landfills. Through campaigns like these, Patagonia extends the life of its gear and also actively fights against the fast-fashion model. This demonstrates that its purpose is embedded in its business model, not just its short-term marketing efforts.
3. Allbirds
Former pro footballer Tim Brown noticed the oversaturated shoe segment with endless options in branded shoes. He wanted to create something different, something with a low carbon footprint made of natural materials. Together with Joey Zwillinger, he founded Allbirds, a brand known for making stylish footwear that is better for consumers and better for the planet too!
According to Tim Bown, Co-Founder of Allbirds, “Allbirds was founded to help nature make a comeback”.
Allbirds’ purpose is to “make better things in a better way” by using the power of nature to challenge the status quo of the footwear industry, which is heavily reliant on environmentally harmful synthetic raw materials and processes.
Actions definitely speak louder than words. Therefore, Allbirds does not just talk about reduced carbon footprint but also transparently displays the metric in their product labels, becoming one of the first fashion brands to do so.
This label is prominently displayed on every single product, showing the exact amount of carbon emissions (measured in kilograms of CO2e) produced throughout its lifecycle, from materials and manufacturing to transportation and end-of-life.
Another significant step that Allbirds has taken to reinforce its purpose marketing is the ReRun program. Similar to the Worn Wear program by Patagonia, the ReRun program by Allbirds is a resale channel for gently used shoes. In other words, the brand’s strategy is to challenge the concept of fast fashion and overconsumption, which often results in excess waste ending up in the landfill.
4. Lush
Lush was founded in 1995 by a group of six friends in Poole, England, who had a history of creating natural, ethically sourced cosmetics.
Emerging from the demise of a previous mail-order business, the founders were determined to build a company that was nothing like the mass-produced beauty products on the market.
Today, the company is known for “naked products” with minimal to no packaging where applicable, a measure to eliminate waste that comes from beauty packaging. Additionally, the fresh cosmetics are also known to be 100% vegetarian, handmade with love and manufactured without animal testing.
On the whole, ethical practices are woven into the fabric of the brand and not just with respect to a single marketing campaign.
As solid proof that the brand prioritizes ethics over profits is its decision to steer away from popular social media platforms. In a bold move that speaks volumes about their purpose-driven identity, Lush announced in late 2021 that it would be leaving several major social media platforms, including Facebook, Instagram, TikTok, and Snapchat.
This wasn’t a temporary marketing stunt but rather a deeply ethical decision. The company cited concerns about social media platforms spreading misinformation and their negative impact on the younger generation. On the whole, the lack of transparency with how social media platforms use user data contradicts the transparent and ethical ethos of Lush and hence the brand chose to withdraw from these platforms.
Additionally, instead of using content merely for promotion and visibility, Lush uses content distributed via channels like YouTube to educate the audience and encourage sustainable practices.
5. Who Gives a Crap
This next brand on our list breaks traditional notions about purpose-driven marketing. A solid purpose, a sensible story and a clear vision, just like all other brands prioritizing purpose marketing. But what was different in the case of Who Gives a Crap is its approach to branding. This Australian eco-friendly toilet paper brand is known for its purpose branding and bold brand identity.
This is one of those brands that proves that ethical branding or purpose marketing does not have to be boring or serious. In 2012, they launched a crowdfunding campaign where Griffiths live-streamed himself sitting on a toilet for 50 hours until they raised enough money to begin production.
This quirky, attention-grabbing stunt perfectly encapsulated the brand’s purpose: to turn something as mundane as toilet paper into a powerful force for social good.
Who Gives a Crap proves that a distinct brand personality and fresh brand tone of voice can help brands with a strong purpose to reinforce their message. The bold, witty tone that this brand uses is reflected across its marketing materials. Like its commercial here.
Beyond grabbing attention and making waves with toilet humor and funky packaging, Who Gives a Crap funds local charities around the world to initiate sanitation projects. Accordingly, it donates 50% of its profits to these projects.
Magnify the Power of Your Brand Purpose With Design
From the quirky packaging of Who Gives a Crap to the nature-focused messaging of Allbirds and social media designs that create an impact with TOMS, every brand that prioritizes purpose marketing adopts strong design strategies to ensure a clear and effective presentation of its message. After all, your visual identity is the most powerful tool you have to tell your purpose-driven story. It’s the language your brand speaks before it says anything.
So, are you ready to create a brand identity that not only looks good but does good? We’re here to help. KIMP provides you with a dedicated design team that creates all your branding and marketing graphics that communicate your purpose, consistently and compellingly, across every platform.
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