Clarifying Purpose Amid Increased Uncertainty

Notions of purpose, like so many other concepts and ideals, have evolved over the past year. Currently, we are at a significant crossroads as our research points to a more sophisticated approach to adopting purpose.

According to 89% of those surveyed, the challenge of getting purpose right lies in doing it meaningfully, systematically, and authentically. 

The survey also indicates tremendous interest in the foundations of a “purpose architecture.” 

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Some believe that purpose matters more than ever in a world of increasing geopolitical and business uncertainty. A clear majority undeniably views purpose as a differentiator.

• Just 36% admit to seeing an increased sense of “purpose fatigue.”
• Only 15% say that purpose “is less of a concern now as more organizations face increased economic obstacles.”

Marketers are increasingly discussing the distinction between brand purpose and corporate purpose. They recognize consumers’ continued support for brands that embody their promoted values. There is widespread agreement that purposeful messaging could benefit from enhanced creativity to ensure it is memorable and effective.

The Internationalist has monitored marketers’ understanding of purpose annually for the last decade. Today, we see their deep commitment to its benefits. The concept of purpose is evidently too essential and strongly ingrained in marketing and organizational actions to become obsolete.

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• Purpose is evolving: The concept of purpose in marketing is seen as entering a new phase, with 52% of marketers agreeing it reflects contemporary cultural changes.

• Need for purpose architecture: Marketers emphasize the importance of a systematic approach to embedding purpose across organizations, with 84% advocating for measurement systems to assess the impact of purpose-driven strategies.

• Brand vs. corporate purpose: A distinction is made between brand purpose and corporate purpose, with 73% of respondents acknowledging that they differ, emphasizing the need for clarity in messaging.

• Purpose and profit: There is a strong sentiment that purpose does not mean abandoning profit, with 89% of marketers agreeing that effective brands can balance purpose with financial goals.

• Collaboration with nonprofits: There is an increasing trend for for-profit companies to collaborate with nonprofits to enhance their purpose-driven initiatives, with 50% of marketers confirming such partnerships.

• Purpose gap acknowledged: A notable “purpose gap” is recognized, where 73% of marketers believe there is a discrepancy between stated values and actual practices within organizations. 

Purpose Architecture

Whether called “purpose architecture” or an implementation system, embedding purpose across the organization requires effort. This is particularly relevant considering that 89% believe the challenge in achieving purpose lies in doing it meaningfully, systematically, and authentically.

Systematically is key here. This is a new question in our purpose survey series, designed to understand marketers’ views on the evolution and implementation of purpose. All responses are significant, whether referencing measurement systems, decision-making across the organization, or frameworks for brand support in various situations. Given the high scores for each topic, it’s clear that this level of structure is now crucial and reshaping how marketers think about purpose.

What are your views on the fundamentals of a “purpose architecture”? 

Check all that apply.

84% – A system for measuring the results and effects of purpose needs to be established.

78% – Purpose should shape every decision- from how a product is designed to how employees are treated, how profits are attributed, and how communities are served.

78% – Establishing a purpose framework enables a brand or organization to know when it is appropriate to support or avoid engaging in a challenging issue. 

73% – Purpose is a discipline that should be embedded across the organization.

68% – A commitment to purpose means breaking down organizational silos to ensure that marketing, operations, the C-Suite and all stakeholders work in concert.

63% – It’s essential to establish a strategic framework that differentiates between corporate and brand roles. This distinguishes operational commitments (sustainability & regulatory compliance) from messaging. 

63% – Scenario planning for crisis management is crucial, as any brand message can pose a potential risk today.

Post Purpose or New Purpose Renaissance?

More than half (52%) of surveyed marketers agree that purpose is entering a new phase in its evolution, reflecting changes in contemporary culture.

Over a quarter (26%) believe purpose will always play a role in marketing. Fifteen percent feel that purpose is more important now than ever before. Yet only 5% say it is less of a priority now, and no one believes that value for money is becoming a more significant consumer imperative than purpose.

Coincidentally, as we launched our survey in April, marketing expert Philip Kotler, with his co-author Christian Sarkar, wrote in The Marketing Journal, “The 5th P is Purpose.” They stated: “The 5th P—Purpose—is not a buzzword. It is a call to conscience. It asks marketers to reimagine their role, not as persuaders of consumption but as architects of meaning. Not as servants of quarterly targets, but as stewards of the Common Good.”

Undoubtedly, the world has changed. We live amid continuous crises ranging from economic instability, political division, technological disruption, social fragmentation, and environmental concerns. How can marketers “authentically” express brand or corporate values in a world where cultural dynamics shift daily?

We explored whether the Purpose Era has led to increased responsible business practices, whether marketing innovators are finding new, genuine, and reliable ways to convey a brand or organization’s inherent values, and whether the industry thought Philip Kotler may be forecasting a new Purpose Renaissance.

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Our research neither signals the end of the Purpose Era nor heralds a full-blown Purpose Renaissance. Instead, it acknowledges marketing’s dedication to the promise of purpose. It also reveals a renewed desire to integrate its benefits appropriately and systematically, especially in these times of unprecedented change and polarized perspectives.

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ABOUT THE ANA’s CENTER FOR BRAND PURPOSE

Purpose is an organization’s reason for being beyond profit — why it matters to the world. The ANA Center for Brand Purpose provides the education, resources, and guidance to maximize marketers’ understanding of all aspects of purposeful marketing and its significance to driving brand growth and social impact.

ABOUT INTERNATIONALIST INSIGHTS

Building on The Internationalist’s focus on the people and ideas in marketing worldwide, INTERNATIONALIST INSIGHTS™ was developed to quickly interpret global marketing trends at scale by surveying our worldwide audience and conducting in-depth personal interviews with individuals we have honored for their marketing contributions. These results and perspectives are interpreted by seasoned executives and are dedicated to a big-picture view of our fast-moving industry and how contemporary marketing is changing business strategy in the digital economy. INTERNATIONALIST INTELLIGENCE BRIEFS bring together these thoughts as white papers.