Why you need a purpose-driven brand: people expect more today

This is the third in a series that details the key factors that have given rise to the need to nurture a purpose-driven brand.

There has been a significant shift in what we all expect from brands today. We’re less likely to tolerate the old ways of tell-and-sell. The bar has been raised by brands that have shown us that we should expect more than a transaction. From Patagonia to Toms Shoes, we’ve been introduced to the idea that brands could (and should) offer us more.

Driven by demands

Today, we all feel like brands have a bigger responsibility. In years past, brands simply had to deliver on a value proposition that was reasonably believable. For a number of reasons, we have learned to demand more:

• The explosion of choices has taught us that we don’t have to settle.
• Our increased connectedness has shown us that we can press organizations to take on a roll in addressing societal issues that are relevant to the brand.
• Pioneer purpose-driven brands have shown us that we should expect more.

We want your brand to take responsibility. The good news is that we’ll join you in taking on that responsibility — if you’re authentic about it.