Brands are under increasing pressure to align with social issues, a practice known as social purpose branding (SPB). A recent study, “Social Purpose Branding Approaches: A Typology of How Brands Engage with a Social Purpose,” sheds light on how brands approach being brand purpose and how their strategies can either strengthen or damage their reputation.
The research, conducted by a team of academics from the University of Adelaide, categorizes social purpose brands based on four distinct approaches: social purpose-driving, social purpose-driven, social purpose-aligning, and social purpose-washing. These approaches vary based on the brand's motivations and how deeply the social purpose is integrated into the brand’s identity and operations. For instance, social purpose-driving brands are deeply committed to social issues, making them central to their existence. In contrast, social purpose-washing brands use social issues primarily for commercial gain, often resulting in consumer backlash.
What’s particularly valuable about this study is its practical relevance for marketers. As consumers increasingly demand authenticity, the research highlights the importance of aligning a brand’s core values with its social purpose efforts. The study also distinguishes SPB from related concepts like brand activism and corporate social responsibility (CSR), offering a clear framework to guide brands in making meaningful social impact.
By understanding the different approaches to SPB, brands can navigate the complexities of social purpose branding, determine what type of purpose brand they are and communicate that accurately. This will lead to authentic customer engagement and meaningful social impact.
Social Purpose Branding Typology
Social Purpose-Driving: They are founded with the primary purpose of addressing a specific social issue. Every aspect of their operations and decision-making is aligned with this mission, making them deeply committed to creating meaningful change in society.
Social Purpose-Driven: Committed to social issues, but social purpose is not their only focus. They aim to balance social good with commercial success, making social purpose a significant but not sole driver of their actions.
Social Purpose-Aligning: Their engagement with social causes is more about aligning with market expectations and consumer values than driving social change. While they support social issues, these efforts are secondary to their primary business goals.
Social Purpose-Washing: They may support popular causes in their marketing, but these actions lack depth and genuine commitment. Often, this leads to consumer skepticism or backlash, as the brand's motives are seen as inauthentic and opportunistic.
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