The Role of Purpose in Guiding Brand Values: How Meaning Drives Modern Businesses

In today’s world, people are no longer simply searching for meaning outside of their professional lives. They want to find a sense of purpose within their work as well, fostering a feeling of engagement and connection. As a result, brands are increasingly called to infuse their products and services with meaning, providing practical solutions that enhance both personal and everyday aspects of people's lives.

This shift toward purpose-driven engagement should be evident at every touchpoint—whether internal or external. Brands are now being chosen based on their collective benefit, not just profit. Purpose-driven brands have the power to spark change, where individuals can play a role in the solution, benefiting the collective in the process. The purpose provides guidance, making it clear that the overarching goal of a business is not to maximize profits, but to contribute meaningfully to society.

Purpose as a Value-Oriented Compass for Brands

To understand how brands use purpose as a value-oriented tool, we must consider the work of social psychologist Shalom Schwartz. In a comprehensive study spanning 44 countries, Schwartz identified ten core values that represent the pillars of human behavior and aspirations. These values are crucial in defining the purpose of a brand, and they often align with a brand's deeper social and environmental mission. Among these, the "Universalism" value stands out as a strong foundation for a brand’s purpose, as it addresses the well-being of humanity and nature, which is key for creating a sustainable impact.

Schwartz's Core Value Types and Their Application to Brand Purpose

Schwartz’s value-based framework, illustrated in the table below, helps brands identify potential values that can guide their purpose.

Value Type	Definition	Includes Values Such As	Example Purpose Statement
Universalism	Well-being of humanity and nature	Equality, justice, tolerance, wisdom	Whole Foods: "Our purpose is to nourish people and the planet."
Humanism	Well-being of close relationships	Helpfulness, responsibility, honesty, love, friendship	Nivea: "Care for human touch to inspire togetherness."
Tradition	Respect for cultural customs and ideas	Respect, dedication, humility, commitment	Roeckl: "Six generations […] of perfect craftsmanship."
Conformity	Adherence to social norms and expectations	Obedience, self-discipline, politeness	Weight Watchers: "We inspire healthy habits for real life."
Security	Safety and stability of society, relationships, and oneself	Belonging, order, health	Dr. Oetker: "Creating a taste at home."
Power	Social status, dominance over people and resources	Possessions, authority, recognition	Adidas: "Through sport we have the power to change lives."
Achievement	Personal accomplishments and success	Ambition, influence, success, competence	TED: "Ideas worth spreading."
Hedonism	Pleasure and sensory gratification	Joy, enjoyment, desire	Swarovski: "Adding sparkle to people’s everyday life."
Stimulation	Desire for variety and excitement	Variety, excitement, boldness	Spotify: "To unlock the potential of human creativity."
Self-Direction	Independent thinking and action	Freedom, creativity, independence	Bumble: "Make the first move."

Source: Based on Schwartz, 1994; Baetzgen et al., 2022

By drawing from these values, brands can define their purpose in a way that resonates deeply with stakeholders and fosters a sense of connection. Purpose-driven brands, grounded in universal values, are more likely to attract loyal customers and employees, as they align with the shared goals of improving society and the environment.

The Impact of Purpose-Driven Brands: Insights from Jim Stengel’s Study

Another powerful framework for understanding the role of purpose comes from Jim Stengel, who spent ten years analyzing over 50,000 global brands. His research showed that brands focusing on improving the well-being of people tend to grow faster than others, with a 400% higher return on investment compared to the Standard & Poor’s 500 Index. Stengel identified five key human needs that drive these brands, categorized as "ideals," which form the foundation of their purpose:

Human Need	Definition	Examples
Eliciting Joy	Activating experiences of happiness, wonder, and limitless possibility.	Coca-Cola, Emirates, Lindt, MasterCard, Moët & Chandon, Tsingtao, Vente-Privee.com, Wegmans, Zappos, Zara
Enabling Connection	Enhancing the ability of people to connect with one another and the world in meaningful ways.	Airtel, BlackBerry, FedEx, Natura, Rakuten Ichiba, Starbucks
Inspiring Exploration	Helping people explore new horizons and new experiences.	Amazon.com, Apple, Diesel, Discovery Communications, Google, HP, Johnnie Walker, Louis Vuitton, Pampers, Red Bull, Samsung, Visa
Evoking Pride	Giving people increased confidence, strength, security, and vitality.	Calvin Klein, Heineken, Hennessy, Hermès, Hugo Boss, Jack Daniel’s, L’Occitane, Mercedes-Benz, Snow Beer
Impacting Society	Affecting society broadly, including by challenging the status quo and redefining categories.	Accenture, Aquarel, Chipotle, Dove, IBM, Innocent, Method, Petrobras, Royal Canin, Sedmoi Kontinent, Sensodyne, Seventh Generation, Stonyfield Farm

Source: Based on Stengel (2011, p. 43).

The Importance of Values in Brand Building

In line with these insights, Stengel proposed five key steps for companies to implement their brand ideals:

1. Discover an ideal that aligns with one of the five key human values.

2. Build the company culture around that ideal.

3. Communicate the ideal clearly to engage employees and customers.

4. Deliver a customer experience that reflects the brand’s purpose.

5. Continuously monitor and adjust to ensure alignment with the ideal.

These practices enable companies to effectively use purpose as a driving force for growth and long-term success.

Archetypes in Branding: Understanding Deep Human Needs

Carl Jung’s archetype theory also provides valuable insights for brand purpose. According to Jung, archetypes are universal, innate symbols that resonate with the collective unconscious. These archetypes can be leveraged by brands to connect deeply with their audience's core values and emotional needs.

The Four Archetypes in the Collective Unconscious	Archetype	Description	Example
Order   Bringing Structure	Caregiver	Brands that care for needs, especially when people are vulnerable, belong to the Caregiver archetype. These brands emphasize trust, reliability, healing, and security. Caregivers are warm, positive, reassuring, and service-oriented.	Unicef
	Ruler	Exclusivity, luxury, and power define the Ruler archetype. Refined control and a confident presence are at the core of these brands, which recognize and reward their success—and often, their wealth.	Rolex
	Creator	Innovation and craftsmanship drive the Creator. These brands tend to be provocative, bold, daring, and uninhibited. They see opportunities and embrace originality. Their goal is to create products that people can’t live without.	Apple
Fulfillment   Experiencing Spirituality	Innocent	The Innocent is the dreamer among archetypes, seeking safety, simplicity, honesty, and humility. These brands embody purity, nostalgia, and optimism. They pursue happiness and respond to advertising that evokes guilt or joy rather than deep exploration.	Dove
	Sage	Wisdom is the defining trait of the Sage. These brands focus on the pursuit of knowledge and inspire awe through their sheer brilliance. They believe in the power of intellect and seek to provide customers with security and guidance.	Google
	Explorer	The Explorer refuses to follow the beaten path, driven by wanderlust, curiosity, and a longing for new experiences. This archetype seeks freedom from expectations and searches for new opportunities.	Jeep
Change   Leaving a Mark	Rebel	The Rebel challenges the status quo—disruptive, defiant, and unafraid to demand more. These brands are nonconformist, promote social change, and question conventions.	Harley-Davidson
	Magician	The Magician brand is visionary, using deep intellect and a sense of mysticism to think beyond the ordinary. Magicians promise wonders and bring dreams to life.	Disney
	Hero	"Be the best. Save the world. Make people better." These are phrases linked to the Hero archetype. These brands challenge individuals, help them rise to the occasion, and encourage them to answer the call. The Hero is brave, honest, and radiates true courage.	Nike
Connection   Nurturing Relationships	Lover	The Lover archetype revolves around passion and pleasure. These brands play a role in intimate, personal, and meaningful moments. Whether celebrating, indulging, or making a partner happy, their products are designed for enjoyment.	Victoria’s Secret
	Jester	Humor, playfulness, and living in the moment define the Jester. These brands are lighthearted and bring joy. Their marketing is fun, optimistic, and designed to entertain.	Dollar Shave Club
	Everyman	The Everyman is the good guy, the everyday person. These brands exude friendliness, humility, and authenticity. Known for their simplicity and unpretentiousness, they embrace the beauty of daily life.	IKEA

Source: Based on ICONIC FOX (n.d.)

Aligning Brand Purpose with Consumer Values

As consumers increasingly seek brands that stand for more than just profit, the Meaningful Brands study by Havas revealed that 71% of people believe brands should do more to improve their health and well-being. Additionally, they expect brands to support personal growth and happiness, with a focus on reducing life's complexities and helping people save time and money.

However, the study also found that 72% of people believe that brands often prioritize profits over genuinely helping society, highlighting the importance of authentic, purpose-driven actions. In times of crisis, such as the COVID-19 pandemic, strong corporate leadership and a clear sense of purpose became critical for brand survival and employee loyalty.

Purpose is Key for Sustainable Growth

In conclusion, the purpose is no longer a luxury for brands but a necessity. Companies that effectively communicate and embody their purpose are not only able to attract and retain customers but also cultivate loyalty and engagement. As the world continues to evolve, brands that place purpose at the core of their strategy will be better equipped to lead meaningful change, solve societal challenges, and thrive in a competitive market.