By Neena Dasgupta

In the late 1980s, Ben & Jerry’s launched their now-iconic campaign, “Peace Pops,” which not only delivered a delicious treat but also supported global peace initiatives. This wasn’t just a clever marketing tactic, it was a statement of purpose that resonated with their audience. Fast forward to today, and this approach feels more relevant than ever. The success of marketing lies in strategy. But strategy is only as effective as the depth of the consumer insights that inform it. In today’s digital-first landscape, one insight stands out: consumers are drawn to purpose-driven content.

At its core, purpose-driven marketing revolves around aligning a brand’s mission with broader societal values. It taps into the growing desire of consumers—especially younger generations—to support companies that stand for something bigger than profits. Nowhere is this more evident than in the preferences of Gen Z. With 377 million members in India alone, this generation represents not just a demographic but an economic powerhouse. By 2035, every second rupee spent in India is projected to come from a Gen Zer. Research underscores their priorities: Gen Z consumers are 84% more likely to recommend socially responsible companies to their peers. For them, social voice is not a bonus—it’s a baseline expectation. Overall this evolution is not just about moral alignment; it’s about identity. Behavioral science tells us that consumers often choose brands as a way of expressing who they are and what they stand for. Purpose-driven content allows individuals to signal their values to others, creating an emotional connection that goes beyond product utility.

Why purpose matters

Two decades ago, social responsibility was a “nice-to-have” quality for brands: something that could differentiate them in a crowded marketplace. Today, it is a minimum expectation. In an age where consumers are becoming increasingly demanding, having a clear purpose is no longer optional. Brands that don’t show this risk being ignored or even criticized for seeming irrelevant or out of touch with society.

Purpose has now become a key driver of growth. It drives conversations, fosters deeper consumer relationships, and keeps a brand relevant in the ever-active digital space. It gives companies the opportunity to transcend their products and services, allowing them to engage audiences meaningfully and repeatedly. For example, Tata Motors’ Switch to Green initiative goes beyond selling electric vehicles. It is a call to action for sustainable living, connecting the brand to the future of transportation and environmental responsibility. That is a much broader narrative than just selling electric vehicles and helps keep Tata Motors relevant while creating an image of innovation and sustainability.

Purpose-driven storytelling

Storytelling is at the heart of purpose-driven marketing. It’s how brands turn their mission into stories that inspire and connect with people on a personal level. The best stories go beyond just talking about products; they tap into emotions and values, making consumers feel like they’re part of something bigger.


Take Hindustan Unilever’s Lifebuoy handwashing initiative. The campaign promoted hygiene practices to prevent illness, especially in rural areas. Lifebuoy tied its soap to a cause that mattered—saving lives through better hygiene. By showing the impact of something as small as washing hands, they turned a daily habit into a powerful story of care and protection.

These kinds of stories work because they connect with people on an emotional level. They show that a brand isn’t just about selling—it’s about caring, contributing, and creating positive change. When brands tell stories like this, they don’t just gain customers; they build relationships.

With a continuously evolving landscape in terms of consumer expectations, purpose isn’t just the trend, it’s the core of marketing. Consumers want to know what a brand sells; they want to know what it stands for. Purpose-driven marketing becomes the door for brands to speak of their values and make that emotional connection with the target audience while making meaningful change within society. Having worked with several brands on this journey, I’ve seen firsthand how integrating purpose requires a blend of commitment, introspection, and the courage to adapt. It’s not easy But for those who can embrace it, the reward is huge—loyalty, trust, and long-term growth. As people increasingly demand authenticity and a sense of being in sync with what they believe, purpose-driven marketing is no longer a luxury but a must for any brand that wants to show it really cares. And, when it is done well, turns businesses into forces for good, shaping a better world while building long-lasting relationships with their consumers.

The author is founder and CEO, The Salt Inc.(Views expressed are the author’s own and not necessarily those of financialexpress.com)