The Brand Purpose Trap: Why Your Soap Doesn't Need to Save the World

Ah, brand purpose. That noble quest to imbue your toilet cleaner or face-wash with world-changing significance. Because clearly, what consumers really want when cleaning their commodes or their faces, is a side order of existential meaning.

Don't get me wrong - I'm all for businesses having a positive impact on the world. But there's something deliciously absurd about the lengths brands go through to position themselves as crusaders for social justice or environmental salvation. It's as if selling a good product at a good price is no longer enough - now you must also promise to end world hunger while you're at it.

Take your friendly neighbourhood FMCG brand. Suddenly, every other soap brand is on a mission to save the country from germs, and make every mother feel like a better home-maker, when her kids get a 100% attendance award at school. Lifebuoy isn't just soap anymore; it's apparently the thin line between civilization and a microbial apocalypse. One almost expects to see little capes on the soap bars, ready to swoop in and rescue unsuspecting villagers at the Kumbh from the dreaded keetanu on their stamped rotis.?

And let's not forget the noble crusade of fairness creams. Because nothing says "empowering women" quite like telling them their natural skin tone isn't good enough. These brands have pivoted faster than a Bangalore SaaS startup, going from "Fair is lovely" to "All shades are beautiful" quicker than you can say "market backlash." It's almost impressive, if it weren't so painfully obvious.

The problem is that most of these lofty brand purposes ring about as true as a politician's manifesto promises. Does anyone actually believe that [insert big FMCG company] truly exists to [insert vague, grandiose mission statement]? Of course not. We all know they exist to make money for their shareholders. And that's TOTALLY fine! There's nothing inherently wrong with that. But please, spare us the pretence, and the endless slides on brand purpose.?

In India, we have the delightful spectacle of packaged food brands positioning themselves as champions of nutrition. It's like watching a leopard try to convince its prey that it's actually a vegetarian. "No, no, this brand of cream biscuits isn't just empty calories - it's a platform for cultural conversations to happen!" Vomit!?

What's more, these manufactured brand purposes often lead companies astray from what they're actually good at. Suddenly the soap brand is lecturing us about body positivity, the credit card company is championing financial freedom, and the fast food chain is crusading against obesity. It's all a bit like asking your CA for marriage advice or your therapist to file your ITR.

Remember when Patanjali burst onto the scene, promising to revolutionise everything from toothpaste to politics? It was as if buying their ghee would somehow make India a superpower overnight. One half expected their noodles to come with a side of nationalist fervour and their shampoo to wash away Western influence along with the dandruff.

The irony is that in their quest to appear more human and relatable, many brands end up seeming more artificial than ever. It's the corporate equivalent of the midlife crisis - desperately trying to seem cool and relevant, but coming across as painfully try-hard. Like that uncle at a wedding who insists on doing the latest trending IG Reels dance, much to the horror of his children (and onlookers).

Here's a radical idea: instead of concocting elaborate brand purposes, why not focus on making great products that genuinely improve people's lives in some small way? Be honest about what you are and what you offer. If you happen to do some good along the way, fantastic. But don't pretend that selling fizzy sugary drinks is going to somehow "open happiness" and save the world.

Take Parle-G, for instance. They've been feeding India's chai ka saathi for generations without claiming to solve world peace. Their brand purpose? Making tasty biscuits that don't break the bank. Nothing more, nothing less. Yet somehow, they've managed to become a cultural icon without needing to position themselves as the saviours of mankind, or participating in “culture”. Sell a good biscuit and disappear, I love it!?

In the end, consumers aren't stupid. We can smell inauthenticity a mile away. So brands, do us all a favour and drop the lofty purpose statements. They just look good on the presentations you make to your bosses. Just make good stuff, treat people well, and leave the world-saving to more competent hands. Your customers - and your bottom line - will thank you for it.

And if you absolutely must have a brand purpose, might I suggest something refreshingly honest? How about: "We make [insert product] because you need it, and we need money. What’s great is that we’re not being evil about any of this”. Now that's a purpose I can get behind. It might not win any advertising awards, but it'll win something far more valuable - the respect and wallet-share of your customers.

After all, in a world drowning in corporate virtue-signalling, a little honesty could be your most powerful differentiator. Who knows? You might even start a trend. Imagine that - brands competing to be the most straightforward rather than the most woke. Now that would be a purpose worth pursuing.