Have Sustainable Brands delivered right to your inbox.

Walking the Talk
Why Brands Need Purpose to Survive, Now More Than Ever

We believe there is a purpose-profit loop, where conscious companies have better odds of actually creating more impact and more profit. Here is why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only constant.

As Winston Churchill once said, "Never let a good crisis go to waste." In today's unsettling environment, brands that continue to thrive in the face of crisis have one important quality in common: their actions are guided by purpose. Recent cultural events have proven that purpose — perhaps once considered another empty phrase on a brand map — is in fact a powerful force that inspires brand behavior both inside and outside of a company.

In fact, we believe there is a purpose-profit loop, where the companies that add good and act with transparency will have better odds of actually creating more impact and more profit. Simply put, consumers today are more and more likely to align their personal values with the brands they support with their time and money.

Read our view on why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only constant. ...

Hear 75 insights from 25 purpose-driven brand leaders ...

Not sure where, or whether, to start on your company's social purpose? After learning from dozens who have done it, you'll understand how defining a clear social purpose can benefit organizations of all sizes and shapes, in any industry.

Advertisement

More Stories

Featured Brand Voices

Have Sustainable Brands delivered right to your inbox.
We offer free, twice weekly newsletters designed to help you create and maintain your company's competitive edge by adopting smarter, more sustainable business strategies and practices.
Copyright ©2007-2021 Sustainable Life Media, Inc. All Rights Reserved.
Sustainable Brands® is a registered trademark of Sustainable Life Media, Inc.