Purpose Has Lost Its Power Until You Prove It
Purpose has been the buzzword in business for years, with companies from every sector scrambling to define their stance on social issues and environmental challenges. But in today’s world, simply stating a purpose is no longer enough. Stakeholders, from customers to employees and beyond, expect brands and businesses to back up their words with real, measurable action. As we’ve seen in 2024, purpose has evolved from being a lofty ideal to a tangible, business-critical imperative — one that demands authenticity, adaptability and, most importantly, impact.
At HAVAS Red, we’ve spent the last five years studying how purpose drives business strategy. Our latest white paper, (Re)Defining Purpose: Shifting from Ideas to Impact, offers fresh insights into how brands and businesses can go beyond rhetoric and turn purpose into a measurable, actionable framework. In a world where being passive or reactive no longer works, companies need to evolve their approach to purpose, making it a core part of their business model. Here are five ways to make this shift:
1. Purpose Needs A North Star, But The Journey Must Be Fluid
While having a clear and authentic purpose is essential, brands must remain flexible in how they implement it. In a landscape where stakeholder expectations are constantly shifting, it’s important to adapt. Whether it’s responding to societal changes or reevaluating goals, businesses that allow their purpose to evolve without losing sight of their values will have the strongest, most sustainable impact.
2. Embracing Authenticity Drives Meaningful Engagement
One of the most significant challenges brands face today is the “say-do” gap — where the lofty purposes articulated by leadership don’t match the everyday experiences of employees and customers. Authenticity is key to closing this gap —brands must ensure that their actions consistently reflect their stated purpose. Deliberate, value-aligned engagement fosters trust and credibility, which is why companies need to focus on making purpose a living part of their organizational culture, not just a marketing message.
3. A People-First Approach Fosters Stronger Connections
In 2024, purpose is no longer just about saving the planet — it’s also about serving people. Purpose-driven brands succeed because they embed human-centered strategies into every level of their business. A “one size fits all” approach doesn’t work — companies must tailor their purpose-driven initiatives to meet the unique needs of local communities. When brands put people first, they create deeper, more meaningful connections, which in turn fosters loyalty and growth.
4. A Shift From Reactive To Reflective Engagement Builds Agility
Brands that only react to crises or external pressures miss the opportunity to engage meaningfully with their stakeholders. Instead, companies should adopt a proactive, reflective stance. Regularly engaging with employees, customers and communities throughout the year allows brands to gather insights and anticipate challenges. This kind of ongoing dialogue helps companies align their actions with their purpose, ensuring that they stay relevant and responsive in a fast-changing world.
5. Aligning Purpose And Profit Is Ok
The days of pitting purpose against profit are over. In fact, aligning the two is not only acceptable but essential for long-term business success. Brands that prioritize purpose-driven initiatives find that they can effectively drive commercial success while contributing positively to society. This dual focus on purpose and profit allows companies to invest more into their mission, ensuring that purpose becomes a core part of their business strategy, not a side initiative.
Our research, informed by discussions with leading executives across industries and markets, shows that brands must evolve their approach to purpose in 2024. The public is increasingly discerning, expecting companies to show genuine commitment to social and environmental issues, while also balancing the realities of business performance.
The good news is, companies that do this well stand to gain a lot. Customers are more likely to stay loyal to brands that reflect their values, employees are more motivated to work for companies that genuinely care about their well-being, and investors are seeing the long-term value in purpose-driven organizations.
The challenge is finding the right balance — one where purpose is woven into the fabric of the organization but remains adaptable enough to shift with changing societal demands. Brands that are willing to get uncomfortable, make tough decisions and invest in long-term purpose-driven strategies are the ones that will thrive in today’s complex landscape.
Ultimately, the journey from ideas to impact requires a strategic, authentic and reflective approach. Companies must continuously evaluate their purpose, ensuring it is aligned with their actions, internal culture and external messaging. By doing so, they build trust, foster engagement and create a resilient foundation for growth.
For more insights and practical examples of how brands are navigating these challenges, download our latest white paper, (Re)Defining Purpose: Shifting from Ideas to Impact. Now is the time to take purposeful action, and we hope this paper provides the roadmap for doing just that.
Orsi Korman, Account Director at HAVAS Red, contributed to this article.
