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REPORT: Consumer attitude towards purpose in branding
Great. I’ll begin a global research report exploring how consumers currently perceive and respond to purpose in brands. This will include key data-backed insights, brand implications, and a real-world case study that best illustrates the findings.
I’ll notify you as soon as both the long report and TL;DR summary are ready.
Consumers in 2025 overwhelmingly expect brands to stand for more than just profit. Surveys show that over 80% of shoppers now seek out brands aligned with their personal values, and about 75% have stopped buying from a brand because its values clashed with theirs. At the same time, trust is fragile – a majority suspect many brands of “purpose-washing” empty promises. In short, today’s consumers reward companies that authentically do good and quickly call out those that don’t. This report dives into five key trends behind this shift and what it means for brands.
Over the past few years, a cascade of global crises and social movements has raised the stakes for brand behavior. A pandemic, climate emergencies, racial justice protests, and political turmoil have left people feeling vulnerable and eager for positive change. Many consumers have reflected on their priorities and concluded that brands must play a role in addressing societal and environmental challenges. In an era of eroding trust in institutions, brands are uniquely positioned – and increasingly expected – to fill the void. Purpose isn’t a “nice-to-have” add-on anymore; it has become entwined with brand reputation, customer loyalty, and even license to operate. With regulators cracking down on greenwashing and social media amplifying corporate missteps, the cost of inauthenticity has never been higher. Understanding current consumer attitudes toward brand purpose is essential for staying relevant and resilient in this landscape.
Today’s consumers are effectively saying: “Prove that you stand for something – and prove it with action.” For brands, this means that purpose must move from the marketing periphery to the strategic core. First, authenticity is paramount. Any gap between a brand’s stated values and its actual behavior will be noticed (and amplified online) by an alert public. Companies need to audit their practices, supply chains, and internal culture to ensure they are truly living their proclaimed purpose. Transparency is no longer optional; sharing both progress and setbacks openly can help build credibility with skeptical consumers.
Secondly, brand purpose should be holistic and consistent. Rather than one-off campaigns or CSR gestures, purpose needs to infuse product design, customer experience, and communications. The brands winning trust – from Patagonia to Unilever’s sustainable product lines – are those making purpose part of their business model. Consistency across touchpoints and over time signals to consumers that a company’s commitment is genuine, not just a response to the latest trend.
Another key implication is the need for stakeholder engagement. Consumers (especially younger ones) want to participate in a brand’s purpose journey, whether through co-creating initiatives, community programs, or advocacy. Smart brands are inviting customers to take part – turning purpose into a two-way relationship that strengthens loyalty. Likewise, listening is critical: actively monitor consumer sentiment to gauge whether your brand’s stance on issues is resonating or ringing hollow.
Finally, brands must be prepared for courage and care in taking stands. Expect that any strong stance will attract both supporters and detractors. The goal is not to avoid all controversy, but to navigate it with integrity. That means choosing issues that align with your brand’s core mission and the values of your loyal customers, rather than jumping on every hot-button topic. When you do take a stand, support it with concrete initiatives (donations, policy changes, partnerships, etc.) to demonstrate it’s not just performative. In a polarized environment, you won’t please everyone – but by clearly standing by your purpose, you will solidify your base of true believers and likely attract new ones who share those beliefs. In sum, the brands that thrive will be those that treat purpose as a strategic imperative – acted on boldly, communicated transparently, and executed authentically.
In 2018, Nike famously made NFL player Colin Kaepernick – who had knelt during the national anthem to protest racial injustice – the face of a major ad campaign. The tagline: “Believe in something. Even if it means sacrificing everything.” The move was a bold embrace of a divisive social issue, and it sparked both praise and boycotts (with some critics even burning Nike gear). But Nike’s stance resonated powerfully with its target consumers. In the days following the Kaepernick ad launch, Nike’s online sales surged by 31%, far outpacing the previous year’s growth for that period. Surveys found that only a small minority of consumers were put off – just 13% said they were less likely to buy Nike after the ad – while a 56% majority reported they were more likely to purchase from Nike as a result. Gen Z and Millennials in particular rallied behind the brand’s message. By taking a stand aligned with its long-term “Just Do It” ethos and the values of its core audience, Nike strengthened its cultural relevance. The campaign drew huge social media engagement and won multiple advertising awards, but more importantly it showed that authentic, values-driven branding can translate into customer loyalty and robust sales. Nike’s stock hit an all-time high in the wake of the campaign’s success, underscoring how embracing purpose (even amid controversy) can propel business outcomes when done credibly. Nike’s Kaepernick bet ultimately exemplified the reward of authenticity – galvanizing its customer base and enhancing brand passion by standing up for something meaningful.
Bounfantino, G. (2022, April 27). New Harris Poll: 82% of consumers want a brand’s values to align with their own. Retail TouchPoints.https://www.retailtouchpoints.com/topics/consumer-trends/harris-poll-82-of-consumers-want-a-brands-values-to-align-with-their-own
Deloitte Digital. (2022, August 14). Authentically inclusive marketing – Updating the trend. Deloitte Global Marketing Trends Series.https://www.deloittedigital.com/uk/en/insights/perspective/global-marketing-trends2.html
EY Future Consumer Index. (2022, March 29). Rising costs dent post-pandemic hopes – 9th edition survey. EY Press Release.https://www.ey.com/en_ro/newsroom/2022/03/rising-costs-dent-post-pandemic-hopes
Havas. (2023, June 30). Meaningful Brands 2023: The age of cynicism and personal purpose. Adobo Magazine.https://www.adobomagazine.com/insight/the-age-of-cynicism-and-the-rise-of-personal-purpose-outlined-by-havas-meaningful-brands-2023-study/
Kantar. (2023, November 9). Mistrust and rejection: The impact of greenwashing and social washing on brands. Kantar Sustainability Insights (K. Trinquetel, Author).https://www.kantar.com/inspiration/sustainability/the-impact-of-greenwashing-and-social-washing-on-brands
NielsenIQ. (2022, September 8). Purpose-driven brands lead on business performance. NIQ Commentary.https://nielseniq.com/global/en/insights/commentary/2022/purpose-driven-brands-lead-on-business-performance/
The Harris Poll. (2025, April 14). Gen Z demands accountability amid corporate rollbacks – Ad Age-Harris Poll snapshot. The Harris Poll – The Story (Wave 63).https://theharrispoll.com/briefs/the-story-wave-63/
Sweeney, E. (2018, September 10). Nike scores 31% sales spike following launch of Kaepernick campaign. Marketing Dive.https://www.marketingdive.com/news/analysis-nike-scores-31-sales-spike-following-launch-of-kaepernick-campai/531894/
(Additional sources used for cross-reference: Edelman Trust Barometer Special Report: Brand Trust 2023.)
I’ll notify you as soon as both the long report and TL;DR summary are ready.
The Current Consumer Attitude Towards Purpose in Brands
Executive Snapshot
Consumers in 2025 overwhelmingly expect brands to stand for more than just profit. Surveys show that over 80% of shoppers now seek out brands aligned with their personal values, and about 75% have stopped buying from a brand because its values clashed with theirs. At the same time, trust is fragile – a majority suspect many brands of “purpose-washing” empty promises. In short, today’s consumers reward companies that authentically do good and quickly call out those that don’t. This report dives into five key trends behind this shift and what it means for brands.
Why This Matters Now
Over the past few years, a cascade of global crises and social movements has raised the stakes for brand behavior. A pandemic, climate emergencies, racial justice protests, and political turmoil have left people feeling vulnerable and eager for positive change. Many consumers have reflected on their priorities and concluded that brands must play a role in addressing societal and environmental challenges. In an era of eroding trust in institutions, brands are uniquely positioned – and increasingly expected – to fill the void. Purpose isn’t a “nice-to-have” add-on anymore; it has become entwined with brand reputation, customer loyalty, and even license to operate. With regulators cracking down on greenwashing and social media amplifying corporate missteps, the cost of inauthenticity has never been higher. Understanding current consumer attitudes toward brand purpose is essential for staying relevant and resilient in this landscape.
Five Key Findings
- Values Alignment Is a New Baseline for Consumers: Shoppers now demand that a brand’s values mirror their own. In a 2022 Harris Poll, 82% of consumers said they want the brands they buy to share their beliefs. And this isn’t just lip service – fully three-quarters of surveyed shoppers had parted ways with a brand over a conflict in values. In practice, this means factors like social justice positions, environmental impact, and ethics have become decisive in purchasing decisions alongside price and convenience. COVID-19 accelerated this shift by prompting people to “feel good” about where their money goes. Brand purpose is no longer niche; it’s a mainstream expectation.
- Purpose Drives Loyalty – and Consumers Will Pay a Premium for It: A clear, genuine purpose is translating into tangible business benefits. Globally, 57% of consumers report being more loyal to brands that visibly commit to addressing social inequalities. Purpose-led brands also enjoy pricing power: 55% of shoppers say they’re willing to pay more for sustainable products, and a majority actively seek out eco-friendly companies. In one global survey, 42% of respondents went so far as to say they will only buy from brands that align with their values. The message is clear – when companies do good, consumers reward them with repeat business and even a willingness to spend extra. Brand purpose has evolved from a feel-good notion into a driver of customer lifetime value.
- Gen Z Raises the Bar for Brand Purpose: The younger generations, led by Gen Z, are amplifying these expectations. Nearly 80% of Gen Z say that trusting the brands they buy is more important than ever – a higher share than any other age group. This cohort grew up amid social activism and they expect brands to be activists too. In fact, 65% of Gen Z women insist the brands they purchase support causes that matter to them. Gen Z is also quick to vote with their wallets: in one recent poll, 40% of Gen Z adults admitted to boycotting a brand that backtracked on its stated social values. What starts with Gen Z often spreads; even older consumers are increasingly influenced by younger generations’ ideals. Brands should view Gen Z as a bellwether – their fierce demand for authenticity, inclusivity, and accountability is shaping the future of consumer behavior.
- Authenticity Gap: Consumers Are Wary of “Purpose-Washing”: While people want brands to stand for something, they’re also highly skeptical of insincere overtures. More than two-thirds of global consumers worry that many brands only get involved with social issues for the sake of PR or profit. In Havas’s 2023 study, 58% of consumers said brands are not transparent about their commitments and 65% are tired of brands pretending to care about society when they really only care about revenue. This cynicism is fueled by frequent greenwashing – over 52% say they’ve seen misleading or false claims about companies’ sustainability actions. Indeed, 72% of shoppers think companies overstate their sustainability efforts. The takeaway is that consumers are on high alert for hypocrisy. Purpose-led messaging will backfire unless it’s backed up by visible, concrete action. In today’s climate, inauthentic purpose is worse than no purpose at all.
- Speaking Out: Consumers Expect Brand Activism, but It Can Polarize: Unlike in decades past, a strong majority of the public now wants brands to take stands on societal issues – yet doing so is a double-edged sword. Recent surveys show 82% of consumers expect brands to voice a stance on social issues, reflecting the view that companies should use their influence for good. However, that same survey found 60% will stop buying from a brand if its stance contradicts their personal beliefs. In other words, when a brand enters the cultural or political fray, it risks alienating a segment of customers even as it forges deeper loyalty with others. This puts brands in a tightrope position: silence can be seen as apathy, but speaking up without deeply understanding your audience can trigger backlash. The current attitude is that brands should be change agents – but they had better choose causes that align with their DNA and core customer values, and follow through consistently. Brands that master this will strengthen their tribe; those that fumble may ignite consumer wrath just as quickly.
Implications for Brands
Today’s consumers are effectively saying: “Prove that you stand for something – and prove it with action.” For brands, this means that purpose must move from the marketing periphery to the strategic core. First, authenticity is paramount. Any gap between a brand’s stated values and its actual behavior will be noticed (and amplified online) by an alert public. Companies need to audit their practices, supply chains, and internal culture to ensure they are truly living their proclaimed purpose. Transparency is no longer optional; sharing both progress and setbacks openly can help build credibility with skeptical consumers.
Secondly, brand purpose should be holistic and consistent. Rather than one-off campaigns or CSR gestures, purpose needs to infuse product design, customer experience, and communications. The brands winning trust – from Patagonia to Unilever’s sustainable product lines – are those making purpose part of their business model. Consistency across touchpoints and over time signals to consumers that a company’s commitment is genuine, not just a response to the latest trend.
Another key implication is the need for stakeholder engagement. Consumers (especially younger ones) want to participate in a brand’s purpose journey, whether through co-creating initiatives, community programs, or advocacy. Smart brands are inviting customers to take part – turning purpose into a two-way relationship that strengthens loyalty. Likewise, listening is critical: actively monitor consumer sentiment to gauge whether your brand’s stance on issues is resonating or ringing hollow.
Finally, brands must be prepared for courage and care in taking stands. Expect that any strong stance will attract both supporters and detractors. The goal is not to avoid all controversy, but to navigate it with integrity. That means choosing issues that align with your brand’s core mission and the values of your loyal customers, rather than jumping on every hot-button topic. When you do take a stand, support it with concrete initiatives (donations, policy changes, partnerships, etc.) to demonstrate it’s not just performative. In a polarized environment, you won’t please everyone – but by clearly standing by your purpose, you will solidify your base of true believers and likely attract new ones who share those beliefs. In sum, the brands that thrive will be those that treat purpose as a strategic imperative – acted on boldly, communicated transparently, and executed authentically.
Mini Case Study: Nike’s Purposeful Stand Pays Off
In 2018, Nike famously made NFL player Colin Kaepernick – who had knelt during the national anthem to protest racial injustice – the face of a major ad campaign. The tagline: “Believe in something. Even if it means sacrificing everything.” The move was a bold embrace of a divisive social issue, and it sparked both praise and boycotts (with some critics even burning Nike gear). But Nike’s stance resonated powerfully with its target consumers. In the days following the Kaepernick ad launch, Nike’s online sales surged by 31%, far outpacing the previous year’s growth for that period. Surveys found that only a small minority of consumers were put off – just 13% said they were less likely to buy Nike after the ad – while a 56% majority reported they were more likely to purchase from Nike as a result. Gen Z and Millennials in particular rallied behind the brand’s message. By taking a stand aligned with its long-term “Just Do It” ethos and the values of its core audience, Nike strengthened its cultural relevance. The campaign drew huge social media engagement and won multiple advertising awards, but more importantly it showed that authentic, values-driven branding can translate into customer loyalty and robust sales. Nike’s stock hit an all-time high in the wake of the campaign’s success, underscoring how embracing purpose (even amid controversy) can propel business outcomes when done credibly. Nike’s Kaepernick bet ultimately exemplified the reward of authenticity – galvanizing its customer base and enhancing brand passion by standing up for something meaningful.
Action Checklist for Brand Leaders
- Define and Commit to a True Purpose: Identify a social or environmental mission that naturally aligns with your brand’s heritage and customers. Commit to it for the long haul – purpose is a journey, not a campaign.
- Back Values with Visible Action: Ensure every claim is matched by tangible steps. Integrate purpose into operations (sustainable sourcing, fair labor practices, community investment) and regularly share progress. Concrete evidence of impact is the antidote to consumer cynicism.
- Embed Authenticity at Every Touchpoint: Audit your brand communications and experiences for consistency. From marketing to customer service to hiring, train your team to live the brand values. Empower employees as purpose ambassadors and encourage them to engage sincerely with consumers.
- Engage and Co-Create with Consumers: Turn your audience into partners in purpose. Invite customer input, enable them to take part in brand-led initiatives, or support causes they care about. Foster a community around shared values – this builds emotional loyalty that competitors can’t easily disrupt.
- Prepare for Scrutiny and Respond with Transparency: Assume that consumers are watching and will call out missteps. Have a plan for when things go wrong – respond quickly, own up honestly, and outline corrective actions. Trust is built through accountability, especially when navigating contentious issues.
Source List (APA Style)
Bounfantino, G. (2022, April 27). New Harris Poll: 82% of consumers want a brand’s values to align with their own. Retail TouchPoints.https://www.retailtouchpoints.com/topics/consumer-trends/harris-poll-82-of-consumers-want-a-brands-values-to-align-with-their-own
Deloitte Digital. (2022, August 14). Authentically inclusive marketing – Updating the trend. Deloitte Global Marketing Trends Series.https://www.deloittedigital.com/uk/en/insights/perspective/global-marketing-trends2.html
EY Future Consumer Index. (2022, March 29). Rising costs dent post-pandemic hopes – 9th edition survey. EY Press Release.https://www.ey.com/en_ro/newsroom/2022/03/rising-costs-dent-post-pandemic-hopes
Havas. (2023, June 30). Meaningful Brands 2023: The age of cynicism and personal purpose. Adobo Magazine.https://www.adobomagazine.com/insight/the-age-of-cynicism-and-the-rise-of-personal-purpose-outlined-by-havas-meaningful-brands-2023-study/
Kantar. (2023, November 9). Mistrust and rejection: The impact of greenwashing and social washing on brands. Kantar Sustainability Insights (K. Trinquetel, Author).https://www.kantar.com/inspiration/sustainability/the-impact-of-greenwashing-and-social-washing-on-brands
NielsenIQ. (2022, September 8). Purpose-driven brands lead on business performance. NIQ Commentary.https://nielseniq.com/global/en/insights/commentary/2022/purpose-driven-brands-lead-on-business-performance/
The Harris Poll. (2025, April 14). Gen Z demands accountability amid corporate rollbacks – Ad Age-Harris Poll snapshot. The Harris Poll – The Story (Wave 63).https://theharrispoll.com/briefs/the-story-wave-63/
Sweeney, E. (2018, September 10). Nike scores 31% sales spike following launch of Kaepernick campaign. Marketing Dive.https://www.marketingdive.com/news/analysis-nike-scores-31-sales-spike-following-launch-of-kaepernick-campai/531894/
(Additional sources used for cross-reference: Edelman Trust Barometer Special Report: Brand Trust 2023.)
TL;DR (Key Takeaways)
- Consumers expect purpose: The vast majority of shoppers today want brands to stand for something beyond profit and will reward companies that share their values. Price alone isn’t enough – people are looking at what a brand believes and does.
- Values influence spending: Many consumers now buy or boycott based on brand purpose. About 3 in 4 have ditched a brand over conflicting values, while over half are willing to pay more to support brands that do good. Purpose-driven loyalty is real.
- Young generations demand more: Gen Z in particular holds brands to high standards. They expect authentic action on social and environmental issues, and they’ll drop brands quickly if they see hypocrisy. Their influence is pushing all brands to improve.
- No patience for “purpose-washing”: Consumers are highly skeptical of empty claims. Most believe many brands just pretend to care and exaggerate their impact. They will call out inauthenticity – only genuine, proven efforts earn trust.
- Speak up, but be prepared: People want brands to take stands on issues, but it can polarize audiences. Over 80% say companies should speak out, yet 60% will walk away if they disagree with a stance. Brands must choose their causes wisely and back them consistently.