Sustainability & Brand Marketing - Brand Purpose

Brand purpose:

connected yet not the same as sustainability.

This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for.

Conversely, it also highlights that what the brand stands for should increasingly integrate the sustainability imperative.

1 - Brand purpose: connected yet not the same as sustainability.
2 - Brand equity: the reciprocal contributions between sustainability claims and brand value.
3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right.

PART 1 - Brand purpose: connected yet not the same as sustainability.

What is a brand's purpose?

A brand purpose is a higher-order reason for a brand to exist than just making a profit.

Since Simon Sinek’s work around the “Why” of a brand and the Golden Circle (2009), purpose has been defined as the very reason why your organization / brand exist.