The Purpose Difference

Recently we attended a conference on Net Zero and I was struck that in conversation with delegates during breaks, most didn’t see a difference between social purpose and brand purpose in a business context.

So, here’s a few thoughts on how we define these related but distinct concepts, which describe different aspects of a company’s goals, values, and actions.

What is Social Purpose?

Social purpose refers to a company’s commitment to addressing social, environmental, or societal issues. It’s about contributing to the greater good beyond profits—often with a focus on sustainability, community development, social justice, education, healthcare, or other pressing global or local concerns.

• Focus: Social issues, broader societal impact, community well-being, and long-term positive change.
• Motivation: Driven by a genuine desire to create positive social or environmental impact. The purpose may be driven by ethical considerations, a sense of responsibility, or a commitment to tackling challenges in society.
• Examples:
• OPPO – working with National Geographic Society to fund initiatives that raise awareness of endangered species.
• Neste – Zero Exclusion – preventing social exclusion among in underprivileged teenagers.
• United Nations Development Programme – launching a chocolate bar that raises awareness of poverty amongst Ecuadorian cocoa farmers and make people think twice before they purchase chocolate products

What is Brand Purpose?

Brand purpose, on the other hand, is more about how a company’s values and mission align with its brand identity and strategy. It defines the reason a brand exists beyond just selling products or services. Often connecting with consumers on an emotional level, a brand purpose reflects a company’s value proposition and what it stands for, which in turn serves as the foundation for the brand’s messaging, culture, and consumer relationships.

• Focus: The role a brand plays in the lives of its customers and how it stands out in the marketplace.
• Motivation: Driven by a desire to create a meaningful connection with consumers and inspire loyalty, advocacy, and trust. It’s also about helping the brand differentiate itself from competitors by aligning with values that resonate with target audiences.
• Examples:

Nike’s “Just Do It” – empowering athletes and individuals to push their limits.

Patagonia’s commitment to sustainability and ethical production.

Toms Shoes – the “One for One” model, where each pair of shoes sold helps provide shoes to children in need.

Think of it as what the brand stands for in the eyes of consumers and how it can create a positive, lasting impact in the lives of customers. While it can be aligned with social causes, it’s more about differentiation, identity, loyalty, and long-term relationships.

How They Relate

While social purpose and brand purpose often overlap, successful SME and global businesses recognise that having a strong social purpose is a valuable component of their brand purpose, especially when it comes to attracting and retaining consumers who care about corporate responsibility.

A company like Ben & Jerry’s has both a social purpose (advocating for environmental sustainability and social justice) and a brand purpose (promoting a fun, inclusive, and ethical ice cream experience). In this case, the brand purpose integrates the company’s social purpose, making it central to how the brand is positioned and experienced by consumers.

In short, social purpose is about the greater good a company aims to achieve, brand purpose is about how a company’s values and identity resonate with consumers.

To discuss how to identify, unlock, articulate and commercialise your brand’s purpose email mark.terry-lush@makehoney.com.