In a landscape where brand loyalty is no longer built on product alone, authenticity has become the new cultural capital. For years, brands leaned heavily on purpose-led marketing to win over a generation that believed in the possibility of “business as a force for good.” But that moment of idealism has evolved. Today’s audiences—sharper, more skeptical, and more vocal—demand something deeper, truer, and longer-lasting.
As Jennie Mossman, Head of Responsibility and Impact at Amplify, puts it, “We’ve all seen it: the slick campaigns that launch with a purpose-packed press release, only to scratch the surface and realise it’s purely opportunistic optics.” The gap between what brands say and what they actually do has never been more visible—or more damaging when misjudged.
Purpose, When It Works
That’s not to say brand purpose is dead. Far from it. But the rules have changed. Lucy Boyd, Managing Partner at Proud Robinson + Partners, draws a line between those brands that “spent considerable time and effort (and budget) to understand and deliver on the purposeful role that they could play in the world” and those who simply tried to “imbue a brand tagline with greater meaning.”
Sea Hero Quest
The standout success stories are the ones where purpose wasn’t a marketing afterthought—it was the foundation of the campaign. Boyd recalls Deutsche Telekom’s Sea Hero Quest, a mobile game developed in partnership with Alzheimer’s Research UK. During a time when mobile gaming hit record highs, this project turned gameplay into data collection for dementia research—ultimately becoming the largest dementia study ever conducted. It “led to the creation of the first global benchmark for human spatial navigation—vital for early diagnosis and treatment of the disease.” It wasn’t easy, or cheap, but it left a “genuine impact and a lasting legacy.”
When It Doesn’t
Contrast that with PepsiCo’s ill-fated “Jump In” campaign starring Kendall Jenner—pulled within a day—and Gillette’s “The Best a Man Can Get?” Both are now case studies in how not to do purpose. “They seemingly ignored the ‘right to play’ rule and fumbled the execution,” says Boyd. “Both presented as glaring examples of a brand’s attempt to commoditise a social movement—without adding any value to the conversation or the cause.”
The Best a Man Can Get?
Mossman echoes this, pointing to how brands are increasingly “called out for trying to force fit purpose-led messaging without truly understanding what they want to achieve from it.” The result is a credibility crisis—and a cynical public.
Audiences Are Wiser Now
Today’s consumers aren’t just aware of these missteps; they’re actively policing them. The internet doesn’t forget, and brands that fake it don’t just lose customers—they lose trust. “Audiences became wiser, creating a new, more critical lens on authenticity,” Boyd explains. “Brands were expected to make a tangible contribution to the cause they had identified with and weren’t lauded for merely saying they were in support.”
And crucially, as Mossman notes, “audiences don’t just want brands to stand for something because it’s momentarily relevant. They want to see it rooted in long-term values—and that doesn’t happen overnight.”
In short, being seen as authentic isn’t about having a purpose-led headline. It’s about living that purpose across actions, decisions, and outcomes—even when it’s messy.
Honesty Over Optics
The brands getting it right today are those that show up with honesty. Mossman points to LEGO’s decision to walk away from its plan to switch to recycled PET after discovering it would increase carbon emissions. Instead of spinning the failure, LEGO was upfront. And audiences respected that. “Audiences are far more receptive to messaging that feels real and honest than a polished performance,” Mossman says. “It’s not about getting it perfect—it’s about getting it real.”
This openness—acknowledging both wins and stumbles—is now seen as a mark of integrity. It invites connection, not just admiration. “It allows audiences to feel a sense of connection and community,” Mossman adds.
Meanwhile, some brands are pulling back, fearful of saying the wrong thing or being caught in the crossfire of an increasingly adversarial culture war. Boyd observes that “as the cultural conversation has become increasingly fragmented and adversarial, many brands are becoming nervous to put purpose front and centre.”
But silence isn’t safer. It’s just another choice—and one that can be just as revealing.
What’s Next: A Culture of Realness
So where do we go from here?
Boyd poses the bigger question: “Has brand purpose become an outdated notion? Or will we all soon yearn for the days when at least they tried to do (or appear to be) good?” Perhaps, she suggests, “despite the obvious and expected missteps, we’ll decide that a little ‘enlightened self-interest’ isn’t that bad after all.”
It’s a fair point. Brands have influence. They can play a role in shifting attitudes and “highlighting or normalising issues”—as campaigns like Always’ Run Like a Girl have shown. But today, it’s not enough to merely attach to a cause. The impact has to be built into the business—not just the brief.
The culture of today demands more than noise. It asks for substance, honesty, and commitment.
Conclusion: Culture Can’t Be Co-Opted—Only Contributed To
In the end, authenticity isn’t just a trend—it’s the baseline. Audiences are watching. They’re asking smarter questions. They expect brands to be more than marketable. They want them to be meaningful.
And meaning can’t be borrowed—it has to be earned.
As brands think about how to stay culturally relevant in a post-purpose, post-spin world, the answer isn’t more polish. It’s more truth. Because in this new era, the only thing that cuts through the noise is what’s real.