Evolution of brand purpose in a changing world

Brand purpose today is no longer a buzzword; it has evolved into a fundamental business strategy. With consumers becoming increasingly conscious and demanding authenticity from brands, businesses are compelled to go beyond traditional profit-making goals to deliver real value to society. The e4m-CNN Media Roundtables on “The Evolution of Brand Purpose in a Changing World,” hosted in Gurugram and Mumbai, brought together leading marketers from across industries to discuss the intricate balance between purpose and profit. Moderated by Harshil Karia, Founder of Schbang, and Rishi Rai, Account Director, South Asia, CNN, one session delved into actionable insights on sustainability, inclusivity, innovation, and trust in a rapidly evolving consumer landscape. Another discussion, enriched by Shantanu David of exchange4media as moderator and co-chaired by Rishi Rai, ensured the perspectives of some of India's leading marketing minds were explored in depth.

The conversations opened with a powerful definition of brand purpose, described by Rishi Rai as “what you do when no one is watching.” This perspective emphasized that authenticity in purpose is now a non-negotiable for any brand aiming to build trust with its stakeholders. Harshil Karia invited participants to share initiatives showcasing their brands’ commitment to purpose, setting the stage for a dialogue rich in insights.

Udit Malhotra of MG Motor India highlighted sustainability as a cornerstone of the company’s strategy, particularly in the electric vehicle (EV) space. He referenced the Windsor vehicle and the innovative “Battery as a Service” (BaaS) model, which aims to make EVs more accessible to a broader consumer base. Malhotra also emphasized MG’s focus on localization and sustainability, exemplified by partnerships such as its joint venture with the JSW Group.

Echoing similar sentiments, Thomas Varghese of Aditya Birla Group introduced the “Force for Good” initiative, which underscores the company’s commitment to enriching lives and fostering trust-driven businesses. Varghese stressed that brand purpose must deliver value not only to consumers but also to communities and stakeholders, ultimately creating a positive societal impact.

From the aviation sector, Deepti Sampat of Vistara outlined the airline’s dedication to trust and excellence, principles that define its brand purpose. By emphasizing customer experience, Vistara has carved out a niche in the competitive airline industry. Sampat also pointed to initiatives like biodegradable cutlery and USB chargers, showcasing the airline’s commitment to sustainability alongside passenger comfort.

In the automotive space, Prateek Srivastava of Hero MotoCorp shed light on the company’s global strategy, particularly its efforts to expand in markets such as Africa and Southeast Asia. He illustrated how Hero tailors its messaging to resonate with local audiences through campaigns like Naya Nepal Ko Naya Hero, while ensuring consistency with its brand ethos.

Meanwhile, Krishnan Chatterjee of Google Cloud discussed the transformative role of technology in driving inclusivity and scale. He cited “data multimodality” and AI as tools with the potential to revolutionize industries, including automotive, by enabling more personalized customer engagement. Similarly, Sayantani Das of Jumboking brought insights from the food and beverage sector, emphasizing the importance of affordable and hygienic food solutions for urban commuters. By focusing on transit hubs, Jumboking has successfully built a unique and impactful niche.

The discussions also touched upon the risks brands face in pursuing purpose-driven strategies. Panelists were unanimous in highlighting the dangers of “purpose-washing,” where lofty claims fail to translate into tangible actions. Thomas Varghese cautioned against greenwashing, emphasizing that modern consumers demand alignment between a brand’s stated values and its actions. This sentiment was echoed by Supriya Ghosh of Mirae Asset’s M-Stock, who underlined the importance of consistency in building consumer trust, referencing Nike’s long-standing purpose-driven campaigns as a benchmark.

The roundtables delved into the often delicate trade-offs between profitability and purpose. Francis Rodrigues of HDFC Life acknowledged the challenges of meeting shareholder expectations while staying true to customer-centric values. However, he argued that prioritizing values-driven decisions ultimately enhances brand reputation, as consumers increasingly evaluate whether brands practice what they preach.

Emerging trends shaping the future of brand purpose also took center stage. Anish Gangar of Jio Platforms forecasted the rise of radical transparency, predicting that consumers will demand even greater accountability from brands in a digital-first world. This was complemented by Supriya Ghosh’s insights on community-driven trust, where peer advocacy is overtaking traditional influencer campaigns in driving consumer decision-making. Priyanka Shah of Bajaj Auto highlighted a growing preference for niche, premium, and hyper-local solutions among urban consumers, reflecting a shift in priorities from cost to quality.

Throughout the discussions, there was an emphasis on long-term thinking and adaptability. Panelists agreed that brand purpose is not merely a campaign but a philosophy that must permeate every aspect of a business. It requires companies to remain flexible in response to evolving consumer expectations while staying true to their core values. Summarizing the key takeaways, Rishi Rai reiterated the importance of alignment, authenticity, and consistency. He reminded attendees that brand purpose is not just about what a company says but about how it delivers on its promises.

The E4M-CNN Media Roundtables provided a comprehensive lens into how brands are navigating the complexities of purpose in a rapidly changing world. By fostering collaboration, innovation, and shared learning, the events underscored the importance of building authentic, values-driven businesses. In an era of heightened consumer awareness, brand purpose is no longer an optional strategy—it is an essential driver of success.