Brand purpose defines ‘who’ a business is and why it exists. In a day and age where consumers expect brands to take a stance on social issues (In CEDA’s Company Pulse 2019 poll, 70 per cent of respondents said they expect large companies to place equal importance on economic and social performance and more than three-quarters supported business leaders taking a stance on public issues), if you’re not saying something, you’re saying something. 

Demonstrating purpose is a powerful way for businesses to connect with communities. A brand becomes meaningful to consumers, when they can see how it represents and shares their values. 

But if a brand or executive doesn’t follow talk through with action, it all quickly falls apart. Consumers can spot insincerity from a mile away and will quickly call brands out for ‘woke washing’ if they’re associating themselves with a cause without really knowing why. 

This climate strike, business leaders made a concerted decision to join the movement, uniting a strong social message with immediate action. They acknowledged that industry has a key role to play in this conversation and defined the scope of what that role entails, standing up for sustainable practice, allowing employee participation, and calling for change from within. 

The key now will be seeing who’s in it for the long haul. A flash in the pan approach to social movements won’t cut it. Brands needs to demonstrate consistency and commitment to build credibility over time. 

Brand purpose recognises that how businesses operate has an important role to play in social change. The climate strike was an impressive example — Australian business leaders are finding their voices on social issues and I can’t wait to see what they have to say next.