Purpose-led vs. purpose-washing: what's the difference?

Purpose-washing is a term used for businesses that talk with purpose and perhaps even use their products/services, brand and campaigns to reinforce this message – without actually backing it up with any meaningful actions.

One high-profile example of this was the controversial Pepsi ad starring Kendal Jenner, which vastly over-promised on the power of a fizzy drink whilst also trivialising the Black Lives Matter movement. Needless to say, the general public were not impressed and the advert was pulled. This was followed by a public apology from Pepsi on having “missed the mark”.

The concept of purpose has changed and is no longer just about the why – it’s also about how it’s being used to guide an organisation’s overall strategy and make better decisions.

Here are just a few of the ways organisations can ensure they’re being purpose-led as opposed to falling into the purpose-washing trap:

1. Making sure that purpose is embedded in your company culture: This is one great way of ensuring that values are aligned at every level and means your organisation is always holding itself to account.
2. Keeping it relevant and up-to-date: Purpose isn’t a static or fixed idea. It’s something that will grow as your organisation grows, and will also need to take into account the shifting expectations of your audience.
3. It needs to create real value: Purpose isn’t a handy message from the marketing toolbox to get your audience on side. It should be used to actively drive value across your organisation. Whether it’s to do with responsible business decisions or fuelling innovation, organisations should set measurable goals to put their purpose statements into action.
   
   

At Eleven, our purpose is evidenced through the work that we do. Our agency exists to help shape a brighter, fairer world and we believe that our creativity and innovation should be put to work in making things better for real people in everyday life.

If you’re looking for help with demonstrating your organisation’s purpose to earn your audience’s trust, we’d love to work with you. Get in touch with a member of our team today and we’ll be happy to offer our support.