The Rise of Conscious Consumers: The Imperative for Authentic Brand Purpose

Brand purpose has long anchored how brands connect with their consumers at an emotional level. From the sustainability-centred operating model of Patagonia to the Dove ‘Real Beauty’ platform, organizations have long understood the importance of brands needing to stand for something greater than the products or services they sell.?

However, conscious consumers are increasingly influencing how marketers communicate brand purpose. Whereas a brand might once have solely marketed inclusivity or sustainability initiatives, it has now become a business imperative to match platitudes with action. With 57% of consumers claiming to be more loyal to brands committed to addressing social inequalities[i] and 45% considering alternative brands which are greener or more environmentally friendly than their current choices, brand purpose has never been as important as it is now.?

And yet, marketers are not always doing enough to communicate externally their brand values. More than half (54%) of consumers are unable to form an opinion on a brand’s commitment to diversity and inclusion. With DEI being a key driver of brand choice for Gen Z (+27%) and Millennials (+13%),[ii] marketers are potentially missing a significant opportunity to differentiate themselves from the competition.?

One of the challenges of purpose-driven initiatives is the potential for a negative perception rising from internal and external stakeholders. Unilever faced significant backlash from activist shareholders over its perceived prioritization of social impact credentials over business performance.??

The Bud Light activation with Dylan Mulvaney[iii] drew the ire of some groups who were indignant the brand was partnering with a trans influencer, leading bar owners to delist the beer and public figures denouncing it as a stunt. The beer brand further enraged audiences by distancing itself from the campaign, leaving both itself open to accusations of flip-flopping and Ms. Mulvaney with no support from online trolls.?

It is fair to question why this activation for Mulvaney ignited such a reaction, whereas her partnership with Nike[iv] (running around the same time) did not. The answer can be found in its purpose to “break barriers and build community to change the game for all.”. Nike has done much to support myriad underrepresented groups, therefore consumers expect it to be working with talent such as Ms. Mulvaney.??

After its support for NFL player Colin Kaepernick and his decision to take the knee to raise awareness of racial injustices, Nike faced a backlash including public burnings of its shoes. However, in the following years, the organization saw its advocacy from its core groups, increased sales, and a record high share price.[v]?

A recent dentsu study showed only 8% of consumers would not buy a product from a brand if it promoted its commitments to diversity, equity, and inclusion. However, this vocal minority has an oversized influence on a brand’s decision to support DEI initiatives. Instead, marketers should look towards the 92% of consumers who are at worst, ambivalent, and at best, enthusiastic about hearing about inclusivity initiatives.?

One organization who champions purpose is HEINEKEN, with ‘Sustainability and Responsibility’ identified as one of its four drivers of stakeholder value creation and top-line growth. This is translating into how its brands communicate to consumers. Inch’s is a cider brand centered on sustainability, with all its apples grown within 40 miles of its mill and leftover apple pulp converted into biofuel.[vi] This extends into its marketing activities, including carbon-neutral digital campaigns, recycling its outdoor banners into tote bags, and promoting the benefits of using locally- sourced ingredients in recipes. Additionally, Heineken-owned Strongbow looked at the intersection of LGBTQ+ and disabled communities to create an accessible stage at Brighton Pride,[vii] including having on-stage signers, wheelchair accessible areas, and working with influencer Gareth Howells (Hunsnet) to curate a stage of queer talent.?

Many question why representation in advertising matters. From a business perspective, it simply makes sense. It is more likely high-growth organizations will have established equity metrics for brand messaging campaigns than those with no or negative growth.[viii] Crucially, diverse and inclusive campaigns are 25% more likely to achieve greater brand advocacy and 35% more likely to result in increased purchase intent.[ix]

‘Go woke, go broke’ has become a term which indicates brands should place social impact at the forefront or risk commercial underperformance. And yet, time and again the results prove this is simply untrue. Brands which are wide awake will win the loyalty of consumers and deliver better business returns.??

When consumers are increasingly expecting brands to have a purpose, can you afford to be asleep at the wheel??

[i] Deloitte, Authentically inclusive marketing: Winning future customers with diversity, equity, and inclusion, October 2021 - link

[ii] Dentsu, Voices, Amplified. A Deep Dive into DEI and Brand Communication Strategies, 2024 - link

[iii] MarketingWeek, Bud Light’s ad backlash shows the complexity of mass marketing, May 2023 - link

[iv] Campaign, Sport for all? A look at Dylan Mulvaney’s other brand deal, August 2023 - link

[v] AdAge, Shoe burners flameout: Nike’s Kaepernick ad led to sales uptick, September 2018 - link

[vi] Supper, Heineken debuts new sustainable cider brand, May 2021 - link

[vii] Campaign, Strongbow hosts ’Stage of greatness’ at Brighton & Hove Pride, August 2023 - link

[viii] Deloitte, Authentically inclusive marketing: Winning future customers with diversity, equity, and inclusion, October 2021 - link

[ix] Kantar, The power of inclusion and diversity in advertising, April 2021 - link