Navigating Purpose Through the Next Four Years and Beyond

by Anne Bahr Thompson

THE EVOLUTION OF PURPOSE: FROM CAUSE MARKETING TO STRATEGIC IMPERATIVE

During the noughties, brands began engaging in cause marketing, aligning with specific social
or environmental issues to enhance their image and elevate emotional connections with
their audiences. Early efforts were typically limited to shorter-term campaigns supporting
charitable initiatives, often serving more as promotional strategies than genuine
commitments to societal issues.

Over the past two decades, however, purpose has transformed. By the mid-2010s, it was
shifting from a peripheral branding tool to a core strategic principle, shaping decision-making
and operations for forward-thinking leaders. Today, as Trump’s presidency promises new
waves of political and cultural tension, brands have the chance to demonstrate the strength
of their purpose—to show that it’s more than a statement and a true guiding force for
integrity, authenticity and resilience.

A recent EY Future Consumer Index report highlights that 94% of consumers are concerned
about rising living costs, leading them to prioritize affordability and health—signaling that
people expect brands to address their immediate, personal concerns. Purposeful brands that
respond with empathy and creativity can become sources of stability and inspiration.
Patagonia, often seen as the exemplar for purpose-driven branding, exemplifies the power of
a deep-rooted philosophy tethered to what the company sells that resonates across diverse
consumer groups.

Greenhushing and woke-washing: The current regulatory and cultural environments are
ripe for pitfalls. As brands face fluctuating pressures to take a stand on social issues, the risk
of alienating segments of their audience has, for some, led to “greenhushing”—where
communications avoid their social and environmental programs to avoid backlash. South
Pole found that 25% of companies admit to downplaying their sustainability initiatives
despite active efforts. By embracing transparency and authenticity, brands can turn these
challenges into opportunities, demonstrating that they are willing to lead and guide
consumers to make more effective purchase decisions even when the path is uncertain.

Purpose beyond political alignments: With Trump’s and MAGA’s rhetoric against “woke”
corporations—and several states passing anti-ESG legislation—brands face increasing risk of
being categorized along ideological lines. Purpose should not be a partisan statement; it is
the reason a business exists at its highest level, reflecting higher order human truths. When
purpose embodies universal values like respect, integrity and dignity, it transcends the
moment, extending beyond social missions to embody what is deeply needed in today’s
divided world. Brands that surpass political binaries are more likely to resonate with a
broader audience while staying true to their core principles.

PURPOSE UNDER PRESSURE: CULTURE WARS AND DIVIDED AUDIENCES

Purpose-led brands operate in a landscape where taking a stand can invite both applause and
backlash. And yet, Edelman reports that 84% of people globally say they need to share values
with a brand in order to buy it. Anticipating that Trump’s administration may openly target
“woke” corporate culture, supporting social responsibility and environmental issues may
become even more polarizing. For CMOs, aligning purpose with social causes will require a
more nuanced approach than ever, respecting diverse perspectives without compromising
core values.

Balancing cultural relevance and risk: Brands must carefully choose when and how to
engage with social issues, especially as public figures like Elon Musk and RFK Jr. encourage
boycotts against “woke” brands. Bud Light’s collaboration with Dylan Mulvaney, which led to
backlash and a 20% drop in Anheuser-Busch’s stock price, serves as a guiding example for
marketers. This underscores the importance of acting with purpose, but also with
awareness—showing that brands can be both principled and strategic.

From allyship to activism: Purpose is not a binary choice; it operates on a spectrum. Not all
brands need to be activists, and many can successfully navigate the space between allyship
and advocacy. A recent survey by Sprout Social found that 71% of people believe it’s
important for brands to take a stand on social issues, and EY research shows that 73% of
people believe companies should lead social and environmental change. Identifying causes
that genuinely align with a brand’s values allows companies to amplify their impact and
become forces of change without compromising their credibility.

PURPOSE AS A BUSINESS IMPERATIVE, NOT JUST MARKETING

To be sustainable, purpose must be woven into all aspects of operations, from product
quality to employee engagement—not solely a marketing communications tool. The
evolution from “cause marketing” to “operational purpose” reflects a deeper integration of
values into operations and value-creation across a business, making purpose a core strategic
imperative rather than a marketing asset. Deloitte has supported this with research
demonstrating that high-growth brands are 66% more likely to see purpose as a way to
guide employee decision-making.

Purpose-Driven Operations: Brands like LEGO, REI, Ben & Jerry’s amongst others
exemplify purpose-led operations, integrating sustainable sourcing and advocacy directly
into their business models. A Deloitte study further shows that 55% of Gen Z and 48% of
Millennials have stopped buying from brands that acted against their values. Purpose
becomes a promise that is kept to customers, employees, communities, the planet and
investors. It fosters both loyalty and growth, as it ensures that the brand’s people support
care about the issues that matter most to its material audiences.

Stakeholder Value Beyond Profit: The Business Roundtable’s 2019 statement remains
relevant, with 78% of CEOs agreeing that companies should deliver value to all stakeholders,
not just shareholders. However, it’s worth noting that a Trump administration could shift
sentiment back toward shareholder-centric priorities. Yet, the progress toward stakeholder
capitalism represents a momentum that won’t easily be reversed—brands that honor this
forward momentum will show they are ready to meet the future, not retreat from it.

Transparency and Trust: In an era of heightened skepticism, transparency will be more
essential than ever to maintaining trust. A recent McKinsey report shows that 67% of
consumers consider sustainable materials an important factor when making purchases.
Brands that prioritize clear communication about their supply chain and materials are better
positioned to win over younger audiences who prioritize ethical consumption.

THE FIDUCIARY ROLE OF MARKETERS: NAVIGATING IDEOLOGY WITH INTEGRITY

As Donald Trump steps back into the Oval Office, marketers’ fiduciary duty to balance
strategic interests with the expectations of a divided public naturally will grow increasingly
complex. This responsibility requires an intentional—and sometimes brave—approach to
purpose that respects ideological diversity while staying true to core values and operating
principles.

The Importance of Ideological Mapping: Understanding ideological perspectives across
stakeholder groups has never been more critical. A survey by Porter Novelli found that 66%
of Americans believe companies should advocate for social issues. However, not all issues
resonate equally across demographics. Marketers must carefully assess the risks and
rewards of taking a stand based on brand values and potential audience impact.

Scenario Planning for Purposeful Engagement: Given the risk of backlash, CMOs should
develop robust scenario plans that consider both supportive and critical responses before
launching new initiatives, no matter how seemingly benign. As previously noted, Edelman’s
Trust Barometer reports that 84% of people say they need to share values with a brand in
order to buy it. By anticipating and preparing for diverse responses, leaders can position
their brands confidently, even in challenging times, demonstrating resilience and readiness
to adapt.

Purpose Architecture: Purpose architecture will become even more important over the next
four years. This approach allows brands to outline which social issues align with their
corporate identity and which are better suited for individual product lines. A flexible yet
consistent system enables a cohesive, multi-layered approach that accommodates diverse
audience segments while maintaining a unified brand message.

THE PATH FORWARD—PURPOSE AS A GUIDING PRINCIPLE IN AN UNCERTAIN FUTURE

As Trump steps into office in January 2025, brands will face heightened expectations and
scrutiny in their pursuit of purpose. Navigating this formidable landscape, demands treating
purpose as an enduring, integrated principle guiding all aspects of brand development and
organizational culture. Leaders that stay true to their brand’s values and strive to be forces
of unity can transcend division, inspiring trust and loyalty as they build toward a future that
balances purpose with prosperity.

A deeply-rooted, values-driven approach will preserve purpose over the next four years and
beyond, empowering brands to become beacons of resilience and connection in a world
where transcending politics is essential for sustained growth and success.