The Role of Purpose in B2B Branding

Executive Snapshot

Purpose is no longer a “nice-to-have” in B2B branding – it’s a core driver of choice, trust, and growth. New research shows business buyers actively favor companies that stand for something beyond profit. In 2025’s landscape, B2B brands with a clear purpose – authentically lived inside and out – are building stronger customer loyalty, attracting top talent, and outpacing competitors. The message is clear: in B2B, doing good is now good business.

Why This Matters Now

B2B buyers are bringing personal values into professional decisions like never before. Post-pandemic, with societal and environmental issues in the spotlight, even enterprise procurement is influenced by ethics and purpose. A generational shift is accelerating this trend – Millennials and Gen Z now form the majority of B2B decision-makers, and they expect brands to align with their values. Meanwhile, economic uncertainty has put a premium on trust and long-term relationships. Purpose-driven brands signal stability and integrity during volatile times. Importantly, the lines between B2B and B2C have blurred: business buyers, being consumers themselves, demand the same authenticity and emotional connection from B2B brands as they do from consumer brands. B2B firms that ignore this evolution risk irrelevance. At the same time, there’s growing cynicism around “purpose-washing” – superficial claims unbacked by action – with 41% of CMOs admitting their brand publicizes causes mainly for commercial gain (almost double last year’s level). In short, market conditions and buyer expectations have converged to make purpose a strategic imperative for B2B brands in 2025. Those that get it right stand to humanize their brand, galvanize their workforce, and future-proof their business. Those that don’t may quickly lose trust to competitors who do.

Five Key Findings

Personal values now outweigh price in B2B buying decisions. For the first time, B2B buyers’ “personal” decision drivers – like trust, values alignment, and a sense of purpose – have surpassed traditional professional criteria (e.g. price, product features) in importance. This finding, from a 2024 global study of 25,000 B2B purchase journeys, shatters the old notion that B2B decisions are purely rational. Buyers are actively seeking out companies that “share their sense of purpose and values”, often placing a supplier’s ethos above its innovation or market dominance. In practice, a vendor that “feels safe” and aligns with the buyer’s own beliefs can beat one with a seemingly superior product. B2B brands, therefore, must engage the buyer’s heart as well as their mind. Purpose-driven storytelling and emotional resonance are no longer fluff – they are pivotal to differentiation when personal motivations carry more weight than pure specs.
B2B buyers favor purpose-led brands – and will pay a premium for them. A strong majority of business customers now factor a company’s societal and environmental performance into purchase intent. Nearly 72% of B2B buyers say they are more likely to buy from firms that excel on issues they care about (e.g. sustainability, social impact). Crucially, they’re backing those words with wallets: 73% of B2B purchasers are willing to pay more for a supplier that leads on purpose, a share far higher than among consumers. Almost 38% of B2B buyers would pay over 10% extra, and 17% would pay 25%+ more, to do business with a purpose-driven company. (By contrast, only 10% of consumers would pay that much extra.) In short, purpose is translating into tangible economic value in B2B markets. Business buyers – often under pressure to justify decisions – see added value in companies that “do well by doing good,” whether through lower risk or enhanced brand reputation in their own supply chain. They are even “more woke than consumers,” with 72% actively favoring brands that address socio-political issues, versus 55% of general consumers. B2B brands with authentic purpose not only win preference – they can command price premiums, strengthening margins along with market share.
Brand purpose builds trust and loyalty – the currency of B2B relationships. Trust is the bedrock of B2B commerce, and purpose has become a powerful trust accelerator. In uncertain times, B2B buyers “often seek safety over excellence” in suppliers. They default to companies they feel are stable, transparent, and values-driven when risk rises. Research by Forrester finds that during economic turmoil, buyer trust declines and decision-makers flock to familiar, principled brands. Purpose provides a reliable signal of such principles. Brands with a clearly communicated purpose “innately create trust” because they demonstrate care beyond the sale. By committing to a cause or mission, a B2B firm shows it stands for something more than quarterly revenue – which reassures customers that the relationship will be built on integrity. The payoff is not only in initial choice but in long-term loyalty and advocacy. Purpose-driven brands form “hard-to-break bonds” with business customers, who become emotionally invested partners. There’s even evidence that trust fueled by purpose speeds up the purchase process: a recent study found up to 16 weeks can be cut from the B2B sales cycle if the buyer’s initial brand interaction establishes strong credentials and trustworthiness. In other words, when a brand’s purpose and values are clear early, buyers move faster and stick around longer. Conversely, brands lacking purpose may find themselves easily forgotten or bypassed – 84% of CFOs still believe B2B buyers simply go for the best product or price, but the emerging data on trust and loyalty says otherwise.
High-growth B2B companies are doubling down on purpose as a growth strategy. Leading B2B brands aren’t treating purpose as philanthropy – they’re treating it as strategic business fuel. Research shows that high-growth B2B organizations (those with 10%+ annual growth) disproportionately invest in brand, reputation, and purpose even when budgets tighten. In one global survey amid economic uncertainty, 23% of high-growth B2B firms planned to increase their brand/reputation program spend by >10%, versus far fewer low-growth peers. Rather than cut brand investments, these winners view purpose-led brand building as essential to resilience and long-term revenue. Deloitte’s 2022 Global Marketing Trends study likewise found a stark contrast in how high-performers activate purpose: high-growth brands were 66% more likely to use purpose as a compass for employee decision-making, and 41% more likely to have purpose guide where they invest in CSR and social impact initiatives. In practice, this means successful B2B companies bake purpose into core strategy and operations – from product innovation to HR policies – rather than treating it as a glossy PR add-on. They also measure what matters: top performers set accountability for purpose-driven goals. The reward is tangible. Purpose-led brands often enjoy stronger reputations, which in B2B correlates with pricing power and vendor selection shortlist rates. As one industry analysis put it, “purpose is the new growth engine” in B2B, providing differentiation beyond price and features. Companies like Sage (enterprise software) have explicitly credited a renewed brand purpose and investment in marketing with accelerating customer acquisition and recurring revenue. The bottom line: purpose pays off, and the best B2B marketers are making purpose a pillar of their growth playbook.
A genuine purpose galvanizes employees and boosts B2B brand delivery. In B2B, your people are your brand – from sales teams to customer success, human interactions heavily shape client experience. A purpose-driven culture is therefore a competitive asset. Employees increasingly demand meaning in their work: a striking 93% of employees believe companies should lead with purpose, and 71% say it’s important to work at a company that gives back to society. When a B2B brand stands for a clear cause or mission, it taps into employees’ intrinsic motivation. Research finds that employees who feel connected to their company’s purpose are more engaged and 1.8× less likely to experience burnout, among other benefits (McLean & Company, 2023). Purpose-driven businesses report better retention and performance from their teams. Indeed, purpose can be a “big differentiator in attracting the calibre of people you need”. For example, companies that articulate how they “make a difference” see higher success in recruiting in-demand younger talent (who overwhelmingly align career choices with personal values). More engaged employees then translate to a better customer experience: they go the extra mile to fulfill the brand promise. As one B2B study notes, employees driven by shared purpose feel more motivated, engaged and empowered, yielding a superior client experience (and by extension, higher customer loyalty). In essence, purpose creates a virtuous cycle inside B2B firms – it inspires your people, who in turn deliver exceptional service, which strengthens your brand. In sectors like technology or professional services where expertise and trust are key, this internal impact of purpose can be as decisive as any external marketing. Simply put, purpose-led brands are not only attracting customers; they’re building armies of employee advocates who authentically amplify the brand’s message.

Implications for Brands

Purpose in B2B is no longer optional – but it must be pursued with care and authenticity. Here are the big takeaways for brand and marketing leaders:

Purpose drives competitive advantage. The evidence is overwhelming that purpose-led brands enjoy stronger consideration, even in “rational” B2B categories. Purpose differentiates your brand in a sea of lookalike offers by adding a human dimension. It builds trust faster, commands loyalty, and even allows premium pricing. Brands should therefore treat purpose as a strategic business driver, not a CSR side project.
Authenticity is paramount. B2B buyers and other stakeholders will quickly detect performative or hollow purpose claims. In the era of radical transparency, any gap between what you say and do is a reputational risk. Brands must ensure their purpose is rooted in real action – from sustainable supply chain changes to how they treat employees. If 72% of buyers judge companies on ESG and purpose factors, then every promise must be backed by proof. Avoid the trap of “purpose-washing,” which is on the rise and can severely erode trust.
Bridge the C-suite perception gap. Internally, not everyone may be on board with investing in intangibles like purpose. Notably, almost 48% of CFOs don’t believe a strong brand purpose influences buyer decisions, whereas 75% of CMOs insist that it does. This disconnect can hinder long-term brand building. Marketers need to educate and bring data to the table: use case studies, customer insights, and even financial modeling to show how purpose drives revenue (e.g. higher win rates, faster sales cycles, price resilience). Translate purpose into metrics that matter to finance – from NPS and lifetime value lifts to talent retention stats – to secure the investment and patience needed. Closing this CMO–CFO gap is critical for purpose efforts to be sustained.
Integrate purpose into the entire business. A purpose statement on your website means nothing unless it influences decisions across the board. Leading B2B firms bake purpose into strategy and culture – hiring, R&D, operations, partnerships. They empower employees at all levels to act on the purpose in their daily work (remember, 66% of high-growth companies use purpose to guide employee decision-making). Brands should do an honest audit: is our purpose reflected in how we innovate products? How sales and support engage clients? How we invest profits? Use the purpose as a “north star” for consistency. This alignment is what creates an authentic brand that buyers believe in. One useful litmus test: would removing your purpose make your business decisions different? If not, the purpose might be too superficial.
Leverage purpose in marketing communications (the right way). With personal and emotional factors carrying more weight, B2B marketers should infuse purpose into their storytelling and campaigns. This doesn’t mean every ad becomes a manifesto on saving the world. It means connecting the dots between your solutions and the larger impact they enable. Thought leadership, case studies, and even product messaging can highlight how your company makes a positive difference (e.g., improving communities, advancing an industry, reducing environmental impact). Done well, this forges an emotional connection with buyers. However, balance is key – you must also tie purpose back to customer value. The goal is to show that by supporting your business, the client achieves both their professional goals and contributes to a bigger mission. When marketing hits that sweet spot, it resonates strongly. Brands like Maersk have done this effectively – repositioning from a shipping supplier to an enabler of sustainable global trade, which helped transform perceptions and growth.

In sum, B2B brands should embrace a purpose-plus-performance mindset: orient the business around a credible purpose, and execute with evidence and excellence. Those that do will not only win business – they’ll win hearts, minds, and loyalty in a marketplace that increasingly demands both profit and principle.

Mini Case Study: Maersk – Steering a Legacy B2B Brand by Purpose

Global logistics giant A.P. Moller-Maersk provides a blueprint for how purpose can reinvigorate a B2B brand. Founded over a century ago, Maersk was long seen as a traditional shipping company. But in recent years, it has reframed its brand around a bold purpose: “sustainable transportation for a better future.” Maersk committed to net-zero emissions by 2040 – far ahead of industry norms – and began investing heavily in green innovation. In 2023, it became the first shipping firm verified by the Science-Based Targets initiative for its climate goals. This purpose-driven pivot directly aligned with customer needs: by 2018, 72% of Maersk’s largest clients were already prioritizing sustainability in their supply chain decisions. Maersk seized the opportunity. It introduced eco-friendly services like the Maersk ECO Delivery, a carbon-neutral ocean shipping offering, and collaborated with key customers (e.g. H&M, Unilever) to co-develop new biofuels. These moves reinforced that Maersk wasn’t just a vendor but a partner in achieving shippers’ own sustainability targets. The brand’s marketing evolved to tell this story – emphasizing cleaner oceans and global trade’s role in society. The results have been powerful. Maersk won back-to-back Cannes B2B Lions Grand Prix awards for effective marketing, as its campaigns helped transform a 2016 loss into an “all-time high” $18 billion profit by 2021. More importantly, Maersk’s purpose differentiation has strengthened customer loyalty among environmentally conscious clients and attracted new business from multinationals aiming to cut supply-chain emissions. By embedding purpose (green leadership) into its strategy and brand, Maersk successfully steered itself into new growth markets while earning trust as an industry role model. The takeaway: even in heavy B2B sectors, a genuine purpose can reposition a legacy brand from commoditized to category leader, driving both positive impact and commercial success.

Action Checklist for B2B Leaders

Define or Refine Your Purpose – Authentically. Articulate why your company exists beyond making money. Identify a societal or industry improvement you are genuinely positioned to contribute to. Pressure-test it: is it meaningful to stakeholders and believable given your track record? Involve leadership and employees to ensure it rings true. A shallow slogan won’t do – you need a clear, credible purpose that can guide decisions. (Assumption – needs validation: Consider surveying customers and employees to confirm your chosen purpose resonates.)*
Embed Purpose into Strategy and Culture. Don’t silo purpose in PR or HR – weave it into your value proposition, KPIs, and daily operations. Set concrete goals (e.g. sustainability targets, community impact metrics) and tie them to business outcomes. Empower employees with training and incentives to live the purpose in their roles. For example, integrate purpose into onboarding and performance reviews, so everyone understands how their work advances the mission. Leadership must champion this from the top, consistently modeling decisions that prioritize purpose alongside profit.
Align Storytelling to Humanize Your Brand. Shift your marketing approach from product-centric messaging to purpose-driven storytelling. Craft narratives that connect your solutions to the bigger human impact they enable. Use customer success stories, thought leadership, and campaigns to illustrate your purpose in action (e.g. how your technology helps communities or how your services support global causes). Aim for an emotional hook – today’s B2B buyers respond to content that inspires and feels personally relevant. Remember, you’re not selling to an org chart, you’re selling to people. Win hearts and minds with stories that show you “get” their values.
Quantify the Impact to Win Internal Buy-In. Establish metrics to track how purpose initiatives contribute to business results. For instance, monitor changes in customer acquisition cost, win rate, or client retention for accounts engaged via purpose-led campaigns. Track employee turnover or engagement scores as you strengthen culture. Where possible, tie purpose to revenue (did you win deals because of an ESG capability? Did purpose-driven product improvements open a new market?). Present these data points in dashboards and quarterly reviews. By measuring the ROI of purpose, you arm yourself with evidence to keep skeptics (like some CFOs) on board and maintain investment through economic cycles.
Be Prepared to Stand Firm and Act. A true purpose-led brand sometimes faces tough choices – like turning down misaligned business, investing in expensive improvements, or taking a public stand on issues. Develop a clear framework for decision-making grounded in your values. Scenario-plan how far you’ll go to uphold your purpose when it’s tested (because it will be). Also, engage in open dialogue with stakeholders: if customers or the public call out an inconsistency, respond with transparency and correct course. In the long run, unwavering commitment to your stated purpose builds reputation. Brands that lead with integrity (and admit mistakes honestly) will earn deeper trust in B2B circles, where relationships often span years or decades.

By tackling the steps above, B2B leaders can ensure their brand’s purpose is not just a platitude on the company website, but a living, breathing driver of strategy and success. The era of purpose-driven B2B branding is here – those who act decisively will cultivate loyal customers, engaged employees, and durable growth well beyond the next quarter.

Source List (APA)

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Maersk. (2020). Fashionably Sustainable: The Growing Importance of Sustainability in Fashion Supply Chains [White paper]. Retrieved fromhttps://www.maersk.com/about/sustainability/highlights-2018

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