Why Brand Purpose Matters And Why Consumers Are Paying Attention
May 2025, By Ettie Etela
We are living in a generation of value-driving consumers, and a strong brand purpose is no longer a ‘nice to have’, it is very much expected. Consumers are looking beyond products and prices. They want to know what a brand stands for, what its role is in society, and how it contributes to a better future.
At MM-Eye, our Say Do Sustainability Study (SDSS) shows that UK consumers are becoming more thoughtful and selective. They’re not just buying a product for certain categories and products; they are also buying into a set of values. And they expect brands to back those values up with genuine action.
What Do We Mean by Brand Purpose?
Brand purpose is a brand’s reason for existing beyond profit. It’s the bigger “why” behind what a company does, the positive impact it wants to make on society, the environment, or people’s lives. Purpose gives a brand direction and, when well-communicated, builds a powerful emotional connection with its audience.
Purpose can take many forms. It might be a commitment to sustainability, a mission to improve access to education, a focus on wellbeing, or a drive to challenge inequality. Whatever the cause, consumers want to know that it’s not just a slogan, but something brands are genuinely committed to.
What Our Research Tells Us
Our most recent wave of SDSS reveals a clear trend: consumers are increasingly looking for brands that reflect their personal values.
- A significant number of consumers told us they are more likely to trust brands that clearly communicate their social and environmental commitments.
- Many actively research a brand’s reputation before making a purchase, particularly in sectors like fashion, food, and personal care.
- Younger consumers, especially Gen Z, are especially purpose-driven. For many, alignment with ethical or sustainable values is a dealbreaker.
Consumers are becoming increasingly sceptical of messaging that feels superficial. They want action, as words alone are no longer sufficient. While we often discuss the “say-do gap” from a consumer perspective, it’s also important to recognise that consumers observe this gap in brands. They are savvy at identifying the disparity between what a brand claims to stand for and what it genuinely does.
Why Purpose Builds Value
Purpose is not just about doing the right thing it’s also about doing the smart thing. When integrated into the core of a business, purpose can drive growth, build loyalty, and differentiate a brand from its competitors.
A clear, authentic brand purpose:
- Builds trust – Consumers are more likely to support a brand they believe in.
- Drives loyalty – When people identify with a brand’s values, they stick with it.
- Enhances employee engagement – Purpose motivates teams and attracts talent.
- Supports long-term success – Purpose-driven brands are more resilient and adaptable in a fast-changing market.
Closing the Say-Do Gap
One of the strongest insights from our SDSS is the importance of transparency. Brands that communicate openly about their challenges as well as their successes tend to earn more consumer trust.
That means sharing:
- What your purpose is
- What steps you are taking to live it
- What progress you are making, and where you’re falling short
Purpose isn’t about perfection. It’s about honest progress.
How MM-Eye Can Help
At MM-Eye, we specialise in helping brands understand the gap between what they say and what consumers believe they do. Our Say Do Sustainability Study (SDSS) provides rich insight into how consumers perceive brand purpose and what they expect from businesses in return.
We help organisations measure the effectiveness of their purpose-led strategies and identify the areas where greater alignment and authenticity are needed. Whether you’re refining your sustainability messaging or looking to strengthen your brand’s position in a crowded market, we can help you stay relevant and trusted.
With increasing pressure to act sustainably, ethically, and transparently, brands that don’t define or demonstrate their purpose risk falling behind.
If you’d like to understand how consumers perceive your brand’s purpose or explore how your business can better align with what really matters to your audience, get in touch with us today at info@mm-eye.com or use the form below to book a consultation.