Marketing with a purpose

Marketing has always been about more than just selling. At its heart, it’s about connecting with real people and understanding what matters to them. In 2025, where there is constant noise and pressure to spend money, what matters to many consumers goes beyond a simple transaction. It’s about values, purpose and action. More than ever, people want to buy from brands that share their beliefs and are willing to stand for something bigger than the product they sell.

For marketers, this means thinking beyond awareness or conversion. It means considering how sustainability, ethics and social responsibility play a role in the way we create, communicate and deliver campaigns. But with audiences increasingly aware of what’s authentic and what’s performative, brands need to approach purpose-led marketing with care.

Why purpose matters today

We’re seeing a rise amongst the younger generations in particular making conscious choices about where they spend their money. They are quick to call out brands on social media that say one thing and do another, and just as quick to champion those that genuinely make a difference. Whether it's a misaligned influencer campaign or jumping on a trend for the sake of it, it’s clear that people won’t hesitate to hold brands accountable when the message doesn’t match the reality. Being cancelled by the internet is only a badly executed marketing campaign away, so ensuring everything you do aligns back to the brand mission is key.
Purpose is no longer a nice-to-have. It’s something that helps brands stay relevant, builds trust, and strengthens long-term relationships. When people feel like a brand’s values align with their own, the connection goes deeper than a single purchase and it encourages the lifetime value of a consumer.

The risks of getting it wrong

While the opportunity is huge, there are also risks if purpose is treated as a tick box exercise. Audiences are more aware than ever of greenwashing or token gestures, where brands overstate their ethical or environmental impact. A sustainability campaign that doesn’t line up with real business practices can quickly backfire, leaving a brand worse off than if they had said nothing at all.
We’ve seen this happen time and again. A glossy ad about inclusivity will fall flat if a company’s culture doesn’t reflect it. A campaign promoting sustainable products is meaningless if the rest of the business makes no attempt to ensure the supply chain of the products is ethical and responsible. Today’s consumers are switched on, and they expect receipts, transparency and a real connection to the brands’ mission.

Brands doing it right

We love to see where purpose-led marketing feels genuine, and Patagonia has been leading this from the front. They have been committed to environmental activism for decades, even going so far as to give away their profits to fight the climate crisis. Their messaging feels powerful because it matches their actions, and their customers believe in their journey.

The difference with Patagonia is that they haven’t stuck on a sustainable stamp on their brand for the sake of it. It’s been built into their DNA from the start, making everything they say and do in their marketing feel like a natural extension, rather than just another gimmick.

How marketers can approach purpose

So how do we get it right? For marketers, the starting point is always looking inwards at the brand. Your purpose must reflect who you are as a business, not just who you want to appear to be. This may be pretty straightforward if your company has this clearly defined, but if it’s not, this means working closely with leadership teams, product development and operations to understand what the key driving factors are behind the business. Purpose isn’t just a marketing strategy, but a company-wide approach, and it needs to be believed internally as well as externally.

It’s also about being realistic. Not every business can solve climate change or end inequality. But every business can make small, meaningful changes that contribute to a bigger picture. Whether that’s cutting down on packaging waste, supporting local communities, or ensuring fair supply chains, every little step matters. Then when you talk about it in your marketing, then you can make sure it’s factual, transparent and honest.

Building genuine connections with conscious consumers

Purpose-led marketing works best when it’s about connection rather than promotion. Consumers don’t just want to be told what you believe, they want to see it in action. Share stories of the people you’ve supported, the changes you’ve made, or even get them involved in the activations you’re working on. Use your channels not just to promote, but to educate, inspire and involve your audience in the journey. Your brand is built by them, so bring them along the journey.

It also comes down to consistency. A single campaign isn’t enough. To truly build trust, purpose has to come through across all touchpoints, from your social media to your packaging to the way you show up in your community. The more joined up it feels, the stronger the connection with your audience.

Final thoughts

Marketing with a purpose isn’t about being perfect. It’s about being honest, intentional and committed to making a positive impact in ways that feel genuine to your brand. When done well, it can deepen customer relationships, strengthen loyalty and give your brand a competitive edge.
The key is to align your marketing with your actions. Start small, be transparent, and focus on what you can realistically achieve. Today’s conscious consumers don’t expect brands to fix everything, but they do expect them to care. And that’s where marketing can have an impact.

Sustainability is a core business priority with marketing playing a critical role in driving change. The CIM training course Sustainability Marketing – The Complete Guide provides a strategic framework to align marketing with sustainability objectives and explores how to build effective marketing plans to support your business.