Purpose is Failing—Here’s Why (& How to Fix It)
Ah, purpose—the ultimate crowd-pleaser.
The mission statements are inspiring. The marketing campaigns are heartfelt. The CEO speeches? Goosebumps.
But here’s the problem: Too many brands treat purpose like a theatre performance—scripted, well-rehearsed, and designed for applause. And when the spotlight fades? It’s back to business as usual.
Purpose isn’t a corporate initiative—it’s how a company shows up in everything it does.
The brands getting it right? They don’t just make purpose a statement—they make it a business model. It’s in what they sell, how they grow, how they treat employees, and how they make decisions.
And those are the brands that win.
What Even Is Purpose?
It’s NOT:
? A PR stunt during a crisis.
? A sustainability pledge no one follows through on.
? A fancy tagline that sounds good in board meetings but never shows up in execution.
It IS:
? A real reason for customers to choose you over competitors.
? A business model that aligns profit with impact.
? A guiding principle that shapes real decisions—not just marketing.
Or put simply: It’s why your company exists beyond making money—and how that belief actually shows up in your business.
5 Asian Brands That Prove Purpose Isn’t Just Talk
1. Love, Bonito (Singapore) → Purpose in Community & Brand Identity
Fashion for Asian women designed by Asian women? Finally.
? Solved a real problem by creating clothing that actually fits Asian body proportions.
? Runs mentorship programs to support female entrepreneurs.
? Turns their stores into community hubs, not just sales points.
?? Lesson: Purpose solves real problems, not hypothetical ones.
2. OATSIDE (Indonesia) → Purpose in Product & Brand Personality
Oat milk that doesn’t taste like sadness? Finally.
? First homegrown oat milk brand in SEA, made for flavor-first consumers.
? Uses eco-friendly packaging but leads with taste, not sustainability guilt.
? Their playful, deeply local branding makes oat milk cool, not preachy.
??Lesson: Sustainability sells best when it’s desirable, not just ethical.
3. IRVINS (Singapore) → Purpose in Product Innovation & Expansion
Salted egg snacks that went from local indulgence to global cult favorite.
? Took a hyper-local snack and turned it into an international success through smart positioning.
? Scaled globally through word-of-mouth and scarcity marketing.
? Expanded into new markets while keeping its authenticity intact.
?? Lesson: Nostalgia and authenticity drive global brand success.
4. Haidilao (China) → Purpose in Customer Experience
The hotpot chain where people willingly wait an hour for a table.
? Offers free manicures, snacks, and even shoe-shining while you wait.
? Trains employees to make real-time decisions to enhance customer service.
? Turns dining into an immersive, loyalty-driven experience.
?? Lesson: When you overdeliver on service, customers don’t just return—they evangelize.
5. Popmart (China) → Purpose in Storytelling & Community Building
It’s not just a toy—it’s a collectibles movement.
? Uses blind box marketing to create an emotional shopping experience.
? Builds a loyal fan community through events, exhibitions, and collaborations.
? Expands internationally by selling culture, not just products.
?? Lesson: People don’t just buy products—they buy into stories and communities.
“But Purpose Is Just for Small, Niche Brands…”
I hear this argument all the time—“Purpose is cute when you’re small, but big corporations can’t do this at scale.”
Let’s bust that myth:
Here are three global brands proving that purpose isn’t just for startups:
1. the LEGO Group → Purpose in Creativity & Education
They don’t just sell toys; they shape future problem-solvers.
? LEGO Braille Bricks help visually impaired kids learn through play.
? Their education initiatives promote STEM learning globally.
? The LEGO Foundation funds projects to redefine childhood learning.
?? Lesson: Purpose isn’t just about profit—it’s about empowering future generations.
2. Airbnb → Purpose in Community & Belonging
More than just renting homes, Airbnb helps refugees, disaster survivors, and marginalized groups find shelter through Airbnb.org.
? In crisis situations, Airbnb provides temporary housing for displaced communities.
? Its platform enables local economic growth by helping people monetize their space.
? Unlike traditional hotels, it fosters authentic cultural experiences.
?? Lesson: Purpose can be about fostering human connection and economic inclusion.
3. 苹果 → Purpose in Privacy & Trust
In a world where personal data is currency, Apple’s purpose? Protecting user privacy.
? Unlike competitors, Apple refuses to monetize customer data.
? Their security measures are designed to put control in the hands of users.
? Data privacy isn’t an afterthought—it’s a core business principle.
?? Lesson: Purpose can be about protecting consumer trust—not just selling products.
The Takeaway? Purpose Is Bigger Than Sustainability.
Too often, when people hear “purpose,” they immediately think green, carbon-neutral, eco-friendly. And while that’s great, purpose isn’t just about sustainability—it’s about impact.
Purpose isn’t one-size-fits-all—it’s about knowing what your brand stands for and embedding it into real decisions.
Here’s Where You Come In
Which brands do you think actually live their purpose? Have you seen companies get it right—or totally miss the mark?
Drop your thoughts in the comments—I want to hear the best (and worst) examples.
#PurposeDrivenGrowth #BrandStrategy #Marketing #Leadership #SoutheastAsia #BusinessGrowth #purpose
Founder & CEO | Crafting Tomorrow’s Parenting Ecosystem with Data-Powered Platforms
2 周Great insights, Jon Chin Purpose isn’t just a statement—it’s the why behind everything a company does. At Mummys Market, we’ve seen that when purpose is genuine, it drives decisions, culture, and impact. The brands that get this right don’t just talk about purpose; they prove it through action every day.
Unlocking What's Next as Founder | President at The Next Practice
2 周Excellent post, Jon. And those are great examples from Asia. Purpose isn’t a prop; it’s the plot of your story!