Forget the Debate — Purpose is Already Shaping Winners & Losers in Southeast Asia?
?? Welcome to the inaugural post of "Growing with Purpose: Southeast Asia’s Playbook"!
If you’ve made it this far, congratulations - You’re among those who know that doing good and making a profit aren’t mutually exclusive. Or maybe you’re skeptical but open to exploring how they can work together? Either way, you’re in the right place.
?? Let’s talk about the big debate:
?? Team Purpose: “Purpose-driven brands win in the long run. Trust, loyalty, and impact create a lasting business.”
? Team Skeptic: “Purpose is a fancy distraction. Businesses that focus on profit, execution, and efficiency are the real winners.”
So, who’s right?
Honestly? It’s not black and white. Purpose alone won’t pay the bills, but the right kind of purpose—the kind that’s baked into your business model, not just a slogan—can be a game-changer.
That’s exactly what this newsletter is about. Real stories. No fluff. Actionable strategies.
The Proof: How Southeast Asian Brands Are Turning Purpose into Profit
??? PichaEats – A Social Enterprise That Actually Works
? What they did: Instead of a feel-good CSR campaign, PichaEats built an entire food delivery business powered by refugee chefs.
? Impact: Over 350,000 meals delivered, 35 refugee chefs employed, and a sustainable income stream for families who need it most.
? Business outcome: A profitable, scalable social enterprise that proves doing good doesn’t mean losing money.
? Learn More: PichaEats - Empowering Refugees
?? Gojek – Helping Micro-Entrepreneurs in Vietnam Thrive
? What they did: Gojek launched vocational training for driver partners’ family members, helping them start digital food businesses.
? Impact: Hundreds of new micro-businesses created, lifting families out of financial instability.
? Business outcome: More businesses = more transactions on Gojek = a thriving ecosystem that benefits everyone.
? Learn More: Gojek Empowers Micro-Entrepreneurs in Vietnam
?? Shopee’s “Shop Green” – When E-Commerce Meets Sustainability
? What they did: Launched a dedicated marketplace for sustainable products and made it easier for people to shop green.
? Impact: Sales of eco-friendly products increased 3x—turns out, when sustainability is easy, people actually choose it.
? Business outcome: More customer trust, more sales, and a stronger ESG positioning.
? Learn More: Shopee’s Sustainability Strategy
I Know, This is a Southeast Asia Playbook… But I Couldn’t Resist These China Examples
Look, I tried to keep this SEA-focused, but some of these China case studies were just too good. Let’s be real—China’s market is wild, and brands there don’t play around.
领英推荐
?? LUX’s #Unstoppable Campaign – Standing Up for Women
? What they did: Turned a beauty brand into a movement, launching an anthem that challenged gender bias in China.
? Impact: Millions engaged. Conversations sparked. Women felt empowered.
? Business outcome: A stronger emotional connection with consumers = brand loyalty skyrocketed.
? Learn More: LUX’s #Unstoppable Campaign
?? Lay’s “Find Your Flavor” – A Masterclass in Localized Marketing
? What they did: Lay’s launched regional flavors inspired by street foods across China. (Hotpot chips? Yes, please.)
? Impact: 200M+ young migrant workers engaged with the campaign. A snack brand became part of their identity.
? Business outcome: Insane sales growth. Because who doesn’t love a snack that represents home?
? Learn More: Lay’s “Find Your Flavor” Campaign
How to Make Purpose a Competitive Edge (Not Just PR)
?? Here’s the golden rule: If your purpose doesn’t change how you make, sell, or price your product—it’s just PR.
?? Three ways to get it right:
?? Tie purpose to real business decisions – Not just marketing.
?? Make it measurable – If you can’t track it, it’s not real.
?? Adapt it for Southeast Asia – What works in the West doesn’t always work here. Think local.
?? The Data Doesn’t Lie:
?? Purpose-driven brands grew 2x faster than others over 12 years, according to Kantar.
?? In Southeast Asia, sustainability-related search interest grew over 400% in the last 5 years, per Google SEA.
?? Purpose isn’t a trend—it’s a business model shift. Ignore it, and your competitors will take the lead.
?? What to Expect from This Newsletter Moving Forward
This is just the beginning. In future editions, expect:
? Deep dives into Southeast Asian brands successfully integrating purpose
? No-fluff strategies for balancing purpose and profit
? Practical takeaways for businesses looking to scale with impact
If you found this useful, stick around. Subscribe, share, or just tell a friend who needs to read this. Let’s make purpose work for business.
?? Subscribe to Growing with Purpose: Southeast Asia’s Playbook and join the movement for meaningful, purpose-led success!
Founder & CEO | Crafting Tomorrow’s Parenting Ecosystem with Data-Powered Platforms
2 周Thanks for sharing! Purpose isn’t just a nice-to-have—it’s the glue that unites people and the compass that guides decisions. When you couple Purpose with Vision, Mission, Values, and the right frameworks, clarity follows. And when there’s clarity, the company starts to soar in the right direction.
Growth Partner | Helping Businesses Expand Profitably with Purpose for a Competitive Edge | APAC Top 25 Innovator | Global Agency Innovator Award | ex Lazada (Alibaba), Traveloka, P&G seconded, Omnicom & Publicis
3 周Loving the discussion so far! Many still see purpose and profit as trade-offs—but what if they fuel each other? I recently read Sarah Lai En's piece on fashion and inclusivity written by Lim Yee Siew. https://catchplus.squarespace.com/personalities/sarah-lai-en-whats-fashion-if-its-not-inclusive Her work proves that brands embedding purpose into their DNA don’t just create impact—they build customer loyalty, brand equity, and long-term success. After connecting with Sarah, it reinforced what I’ve always believed: Purpose isn’t just good ethics—it’s good business. The brands that get this right aren’t just talking about purpose—they’re making it part of their business model—and winning because of it. What’s a brand you think has successfully turned purpose into a driver of business growth? Would love to hear your take!
Business Advisor | Advisor to Multi Millionaires | Modern Philosopher | Sales Recovery Expert
3 周Thanks for sharing your insights. Having purpose also gives us the sense of meaning making an impact to improve people's life and making a profit from it. ??
Bridging Opportunities in Education & Alternative Investments | Whisky & Lifelong Curiosity
3 周This is amazing stuff! Thought I actually had is more on the micro entrepreneur scene - with the rise of so many now in Vietnam, won’t they actually risk cannibalising each other?