Have We Reached Peak Purpose? We’ve Barely Started

The word is out that we may have reached ‘peak purpose’ according to an article from Campaign magazine. Before we vehemently disagree with this stance, here are the arguments for ending purpose-led marketing...

Consumers are tired of the endless corporate washing that seems to accompany this approach. They also have less cash in their pockets to have the luxury of choosing values over value for money. In these challenging times, all that matters is price, not purpose.

For the creatives, there is ‘purpose fatigue.’ The endless focus on purpose has meant creativity suffers and the campaigns are simply not as entertaining. Values, it's argued, are boring - both for the creators and the consumers.

And don’t forget the shareholders, says British investment banker Terry Smith, who thinks brands ‘have lost the plot.’ A mayonnaise is just a mayonnaise! It’s a great addition to sandwiches but hardly a tool to change the world. People want brands to be brands, not preachers of virtue. 

We agree that purpose-led marketing is currently not fit for purpose. But the consensus stops here. We think the rest of this argument is utter bullshit. Here’s why.

Granted, corporate washing is rampant. Many brands paint rainbows during Pride month and do nothing else, or they claim a green credential that doesn’t stand up to scrutiny - this is irritating and tiring to deal with. But there are plenty of brands that are doing some amazing things. Patagonia is one such example, and you know what? It really resonates with people.

In the absence of proper leadership from our politicians, people often look to brands to fill the void. There is a huge amount of frustration about just how frightening things are right now. Take the latest IPCC report, which starkly points out that ‘everything, everywhere, all at once’ needs to act to reverse the total destruction of our planet as we know it.

Or we could look at the frightening amounts of legislation that are already impacting basic human rights. For example, the US has introduced 450 (and counting) anti-LGBTQ+ laws since the start of the year – a record-breaking amount. There are now 70+ countries that are not safe places for LGBTQ+ travellers. Depressingly, Florida has now joined that list. 

Look around you at what is happening in the world; it becomes so much more than purpose. This dry, corporate term is bandied around boardrooms with little to show for it. This means we haven’t peaked with purpose - far from it. We have only just begun and ultimately, this is about something bigger. It’s about reflecting on the society we live in and building the one we want to live in. 

A mayonnaise is not just a mayonnaise. The production of this product has an impact on the environment, an impact that can be lessened according to choices made about production processes, materials, supply chains and transportation. The company that produces it has employees they are responsible for. They control their wages, working conditions and the company culture, which all have a huge impact on their welfare and future prospects. 

When it comes to anti-LGBTQ+ legislation, companies can and should go beyond protecting their staff by strengthening their internal policies. This can lead to businesses forming a coalition of inclusivity, such as the Texas Competes. This is a powerful way of influencing not only corporate culture on a national level, but political decision-making too. After all, safety comes in numbers.

Abandon these responsibilities at your peril, as there is a history of consumers deciding to boycott brands who don’t take these considerations seriously. Take the Nike sweatshop scandal in the 1990s or the Burberry brand burning clothes to control the market in 2018. Both led to brand boycotts, the latter involving the hashtag #burnberry. Consumers care, they always have, and in a crowded marketplace, brands need to as well.

As an agency that works with brands in this field, we know it is possible to make hard-hitting, engaging campaigns that hit the right notes, with all the right people, and for all the right reasons. With considered strategy, community engagement and meaningful action, brands can really mean something to consumers. You’re telling a story that people want to hear, and giving an alternative ending to the fears they face. There is nothing more purposeful than that.