Is your brand adding meaning or noise?

Purpose is a much-abused term.

But a brand’s purpose isn’t just some fluffy, feel-good add-on.

It’s the backbone of its very existence.

If your brand isn’t standing for something meaningful, it’s just standing in the way.

Today’s consumers aren’t just passive buyers; they’re the Guardians of the Galaxy’s conscience. They’ve got the power to snap your brand out of existence faster than you can say,

“We’re going green!”—especially if it turns out you’re just saying it and not doing it.

Yup, greenwashing is a big no-no.

In a world without global governments that can enforce universal change, global brands have taken on the mantle. You’ve got the influence, the reach, and yes, the responsibility. Whether it’s climate change, inclusion, or social justice, what your brand stands for matters. A lot.

A recent Wunderman Thompson study revealed that 71% of Gen Z believe brands that don’t have positive, inclusive portrayals will become irrelevant.

Translation: If you’re not adding meaning, you’re subtracting consumers.

And Gen Z isn’t shy about hitting the “unsubscribe” button.

Now, before you go slapping a purpose-driven label on your next campaign, let’s talk about what to watch out for:

1. No Greenwashing Allowed: If you’re not authentically committed to the cause, don’t even bother. Consumers can smell BS from a mile away, and nothing turns them off faster than a brand pretending to care.
2. Be Prepared for Backlash: Taking a stand isn’t always easy. There will be critics, and sometimes they’ll be loud. But if your brand’s purpose is genuine, the support will outweigh the hate.
3. Keep It Consistent: Your brand’s purpose isn’t a one-off campaign; it’s a long-term commitment. If you’re in it for the long haul, your actions need to back up your words consistently. No tokenism, else it’s just like those brands that have their logo painted in rainbow colours during pride month and then go back to business as usual.

Here are a few campaigns that didn’t just talk the talk but walked the walk:

Nike’s “Dream Crazy” Campaign: Nike didn’t just lace up their shoes; they ran full speed into the conversation about social justice with Colin Kaepernick at the forefront. Sure, it stirred the pot, but it also solidified Nike’s position as a brand that isn’t afraid to stand for something—no matter the backlash.

Patagonia’s “Don’t Buy This Jacket”: Talk about bold. Patagonia went anti-consumerism to make a statement about sustainability. The message? Buy less, but buy better. It wasn’t just an ad; it was a manifesto that resonated with eco-conscious consumers.

Dove’s “Real Beauty” Campaign: Dove turned the beauty industry on its head by celebrating real women of all shapes, sizes, and colors. It wasn’t just a campaign; it was a movement that redefined beauty standards and made inclusivity the new norm. 

Durex backed India’s 1^st fiction sex education show ‘Sex Chat with Pappu and Papa’ and helped start the journey of awareness with a lot of heart and humor.

Brooke Bond Red Label’s Tea supported the glorious 2^nd season of the 6 Pack Band – a band of 6 neurodivergent teens who really knew how to rock.

Here are 3 things you can do find your purpose:

• Identify what does your brand truly stand for? Don’t just pick a cause because it’s trendy; choose one that aligns with your brand’s values and resonates with your audience. Eg. Eradicating hunger for a food brand, or Sexual health and hygiene for a sanitary pad.
• Involve Your Consumers. Engage them in your journey, listen to their feedback, and let them be part of the change.
• Make It Measurable. Purpose is great, but how do you know if it’s working? Set clear goals and track your impact, both socially and commercially.

In a world where brands are the new global leaders, it’s not enough to be good—you’ve got to do good. Adding meaning to your brand isn’t just about boosting your bottom line; it’s about making a lasting impact. Because in the end, the brands that stand for something are the ones that stand the test of time.

So, is your brand adding meaning, or are you just adding to the noise?

Ashiish V Patil is writer-producer-director and proud autism dad. He’s the ex-CEO of MTV India; former Head of Youth Films, Talent Management, Brand Partnerships and Digital Originals at Yash Raj Films and now runs a content hotshop called Isspeshal. Ashiish is also the author of two bestsellers, including ‘Branded Content Boss’.