The rise and capillarity of the purpose concept in the corporate métier has been meteoric. What was once a process of searching for a unique and authentic identity for brands has become a strategic imperative capable of guiding decisions, connecting with audiences, and building strong and enduring brands. However, the popularity of the term “purpose” has brought with it a side effect: its trivialization.
On a corner of Faria Lima, on a sidewalk in Vila Olímpia, in a café in Berrini or Paulista, today, it’s possible to hear the word “purpose” echoing like the corporate world’s mantra of the moment, whether contextualized or not. And not only that: in a church in the countryside, in the stories of an influencer or in the commercial rooms of a coach, purpose seems to be the “latest trend” in narratives for composing sermons, lifestyle boasts, and mentorship for entrepreneurs.
But let’s return to the corporate world, which is what interests us here…
In his book “The Brand Beyond Purpose“, Renato Figueiredo warns us about the dangers of fixating on a single strategic point, such as purpose, neglecting many other fundamental elements of brand building and development (branding). As the author states, brands deviate from generating results by staring fixedly at a single point.
This desperate search to see purpose in everything, often disconnected from reality and the company’s values, has led to a scenario where discourse about purpose overshadows actions. Authenticity, which was once a fundamental pillar, gives way to empty and standardized rhetoric, where all companies seem to say the same thing: the Ctrl-C, Ctrl+V of brand narratives. Perhaps this is what led Unilever’s Global CEO, Hein Schumacher, to make that polarizing statement when he said, “We must stop forcing purpose into brands. For some, it simply won’t be relevant. And that’s okay.”
Purpose is dead. Long live Purpose!
Figueiredo proposes a more holistic approach, based on three pillars: REI – Reputation, Style, and Idea. According to him, “only from a less pretentious stance can brands achieve more significant results for businesses, people, and the world we all depend on.” The delusion of some brands regarding their “brand purpose” is starting to sound ridiculous.
It’s important not to underestimate the consumer, understanding that they know that, despite all the background, what we really want is to sell more. Even more important is knowing—and reflecting this notion in the narrative (brand storyline)—that a brand won’t save the world but can transform some realities; it won’t solve someone’s life but can update behaviors; it won’t convince immediately but can provoke new perspectives; it won’t…
For brands, we know: the loss of authenticity can result in diminished credibility, difficulty connecting with the audience, and consequently, lower engagement and consumer loyalty. For them, even the saturation of purpose-driven discourse can generate distrust and skepticism, making them even more discerning about market brands.
One way to escape this trap is to also look at the Reputation of the brand, which is something built over a journey. In this field, consistency (!) in communication actions and, of course, in delivering quality products and services is key; it’s the audience’s experience with the brand and its products that shapes perception, the raw material of reputation.
Another important pillar is stewardship regarding the Style, which is the visual and communicative expression of the brand, what sets it apart from competitors and makes it memorable (brand recall). For this, excellence in execution in visual identity, language, tone of messages, and experience is essential.
All this without forgetting the Idea, which is the youngest child of Brand Purpose: it is through the idea that the brand’s reason for being manifests, is communicated, and comes to life. It can be the materialization of a value, a promise, or an aspiration. As we know: it’s often because of the idea that the consumer chooses one brand over another.
As an illustration, imagine a sustainable clothing brand… its purpose might be “to reduce the environmental impact of the fashion industry.” The brand’s idea, in turn, could be “conscious and timeless fashion that values quality and durability.” The idea goes beyond purpose, defining the brand’s visual identity, the language used, the materials employed, and the final customer experience that will engage with all of this.
The true strength of a brand lies not in blindly following the narrative trends of the moment but in knowing when it’s necessary to challenge the status quo. Purpose, when authentic, is powerful, but it only becomes a true differentiator when combined with concern for reputation, stylistic excellence, and a clear, tangible idea with possible touches of genius.
If Generation Z is the generation of apathy—with GenY being the generation of anxiety—and begins to enter consumer society with more pragmatic views and lifestyles, then the market needs brands that tie themselves less to buzzwords and more to the practice of generating real value for their consumers and the world.
