Why just smell like purpose?

The world’s not in a happy place. There’s an urgent societal and environmental need for brands to have a positive impact. And there’s a business need too. Because consumers, employees and investors are demanding it.

But while brands are waking up to purpose, agencies are struggling. Too many are just doing what they do best. Endlines. Moodfilms. Manifestos. Purposewash.

And this discredits brands who are trying to create actual impact. At the very time the world needs it most.

So. Enough with the Purposewash.


of marketing leaders believe their organisation has a defined purpose, but only one in ten actually have a meaningful activation plan


of people are willing to pay extra for products and services from companies committed to positive social and environmental impact



agree that a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it


Purpose 2020 Kantar Consulting. Nielsen.
2019 Edelman Trust Barometer

Purpose made real.

Our research into 100 growing, purpose-driven brands looks at the initiatives they are investing and the impact they’re making. If you don’t want to make purposewash, here’s what you need to do.

Find it

We believe a brand’s social purpose has to be part of their story. By using GOOD’s ‘purpose prism’ you can make sure your purpose meets your strategic goals. So it’s not a tactic, a campaign or a department. Otherwise it won’t stick to the brand. It’ll just wash out.

Build it

Business is brilliant at innovating, measuring, partnering, launching. That’s why it has such potential to help solve real-world issues that staff, customers and stakeholders care about. Now it’s time to use those skills for positive social impact. Because until you build real initiatives into your social purpose, it’ll just be a vague scent of worthiness.

Align it

Purpose isn’t something you discover (preferably while gazing over a windswept coastline). It’s something you do. That means it can originate in any area of the business – in talent, marketing, product design or the C-suite. The more areas of the business align, the more impact you’ll make. But the important thing is to start.

Express it

Creativity is no longer just about shifting product. It’s about imbuing impact with meaning and value. It’s about making sure the world understands and cares about the good you do. It’s about bringing something real to life. Not applying a veneer to an empty brand.

No-one’s perfect.
But everyone can be better.

The business world’s on a journey towards social purpose. That’s happening, and there’s no going back. So now it’s about taking action. Making purpose real.

It’s risky. It’s riskier not to.

If that’s something you’d like to talk about, we’d like to talk about it too.

Download the Purpose Made Real Report