AUTHENTICITY REBOOT: WHY BRANDS MUST SHOW, NOT TELL
For years, “purpose” was the north star of branding. Grand mission statements, emotive campaigns, and declarations of intent became the norm. Brands raced to align themselves with causes bigger than profit. But somewhere along the way, that north star began to dim.
Today, people are tuning out lofty statements and tuning in to what brands actually do. Welcome to the authenticity reboot where impact is the new influence, and purpose has to prove itself.
The problem with purpose-washing
Done right, purpose is powerful. It can help businesses operate with integrity, inspire teams, attract talent, and create positive change. Purpose-led companies often outperform their peers. But there’s a catch.
Too often, purpose has been reduced to vague, feel-good slogans:
“To empower humanity.”
“To change the world.”
“To do good.”
Nice to read. Easy to forget. Because without substance, these statements ring hollow.
When there’s a gap between what a brand says and what it does, people notice. And trust? That’s hard to rebuild once it’s lost.
People want proof not promises
Today’s audiences are values-driven but also deeply discerning. They care about climate, equity, inclusion, and transparency. But they’re also savvy. They spot greenwashing, tokenism, and hollow gestures from a mile away.
They’re no longer asking ‘what does this brand stand for’? They’re asking what ‘does this brand stand up for’? And how are they backing it up? And they’re not interested in one-day-a-year campaigns. They want to see systemic change in hiring, sourcing, pricing, policies, and leadership. It’s not about performance. It’s about transformation.
THE RISE OF REAL GROUND-LEVEL IMPACT
Some brands are getting this right. Not by being the loudest in the room but by being the most consistent in their actions.
- Patagonia weaves environmental activism into every thread of its business
- Tony’s Chocolonely doesn’t just talk fair trade, it disrupts supply chains to tackle inequality head-on
- Startups like Too Good To Go and OLIO are solving real-world problems with quiet clarity. No showboating, just systems that work
These brands don’t chase causes. They own their corner of impact and commit to it daily.
FROM STATEMENTS TO SYSTEMS
Purpose today isn’t a press release. It’s a practice. It shows up in how you:
- Hire and promote
- Price and package
- Design and distribute
- Lead and listen
In this new era, authenticity is accountability.
YOUR AUTHENTICITY REBOOT: 5 MOVES
THAT MATTER
- Skip the slogans. Choose clarity over poetry.
- Prove it. Share data, stories, and results.
- Be specific. Focus on the change you can actually drive.
- Show the work. Celebrate wins and own your gaps.
- Stay the course. Purpose is long-term, not seasonal.
PURPOSE ISN’T DEAD. BUT IT’S GROWING UP
Today’s most respected brands aren’t defined by what they say. They’re defined by what they show, build, and sustain. Because in a world of fatigue and filters, the brands that thrive will be those that don’t just talk about a better future, they’re busy building it.