Beware of Purpose Washing

'Purpose Washing' is the latest term to jump on the ‘washing’ bandwagon, along with green washing, pink washing, woke washing. As the tireless advocates for purposeful branding you know them to be, Sean and Lindsay couldn't help but share this trend-worthy topic with their listeners: The inauthentic side of brand purpose and how to avoid the pitfalls of communicating it before truly living it.

The Two Marketeers provide some important data and insights on the value that brand purpose done right can bring and the impact it can have on businesses of any size.

Key Takeaway: Beware of 'Purpose Washing'. But when done right, a living and breathing brand purpose drives market share, not to mention the HUGE impact it can have on your/your clients’ business.

Happy listening, Marketeers!

For reference:

AdAge, "Beware of Purpose Washing - And other takeaways from ANA's Masters of Marketing"

The Drum, "Peter Field and IPA: purpose campaigns drive customer acquisition and market share"

The Message, "How to build a brand with purpose while avoiding ‘purpose washing’"

Advisorpedia, "Purpose Washing, and How to Avoid It"