• by Victor Kimble , Yesterday

As inflation continues to shift consumer priorities, the age of purpose-led marketing is facing a reckoning. Once a rallying cry, brand purpose -- emphasizing “business as a force for good” above all else -- is now under scrutiny, seen by many as hollow or opportunistic. With shoppers increasingly focused on value (the increasing trend of multistore grocery shopping is proof), brands must rethink their marketing approach.

I believe the industry is overdue for a strategic reset from idealistic brand “purpose” to actionable brand “promise,” representing a significant evolution in what a brand commits to delivering when it counts most.

The term “brand purpose” emerged as companies sought to articulate their reason for being beyond simply profit (think Patagonia’s exceptional and enduring brand purpose statement, “to save our home planet”). While noble, identifying a brand’s purpose often becomes an exercise in aspiration rather than action, leading to widespread purpose-washing and consumer skepticism of a brand’s authenticity.

Brand promise, in contrast, represents a more grounded and tangible approach to delivering value to people’s lives. Today’s consumers aren’t apt to care about your manifesto when they’re physically or mentally struggling. Rather, they care about what you’re doing for them. The data backs it up: in one Sprout Social report, 73% of consumers said they’re more likely to remain loyal to brands that show understanding and commitment to steadfastly being there for them, especially when times are tough.

Brands that step up and uphold their principles through daily actions that matter, win. Consider Aldi, which continues to make essentials affordable through everyday low pricing and by doubling down on private-label options that let shoppers stretch their budgets further. Warby Parker makes quality eyewear accessible, offering affordable pricing and conveniences like at-home try-ons to help people save money, gas, and time. The rise of store brands across retailers like Walmart, Target, and Trader Joe’s is reaffirming consumer value by offering high-quality products at significantly lower prices to reduce the hit to wallets.

However, the refocus on brand promise doesn’t mean that we lose sight of social good and impact. Instead of treating profit and purpose as separate, mutually exclusive goals, a brand promise integrates them into a unified value proposition. Consider how Impossible Foods promises  make plant-based eating accessible and enjoyable, simultaneously advancing environmental sustainability while delivering genuine customer value through taste and convenience.

For marketers, this evolution from brand purpose to brand promise demands a shift in approach. Rather than starting with abstract purpose statements, the focus should be on identifying and articulating promises that create meaningful value in people’s lives. These promises must be realistic, achievable, and consistently delivered. This requires deep consumer insight, operational excellence, and the courage to make specific commitments. The most successful and enviable brands today understand that their brand promise is their brand purpose: not a statement on a wall, but a daily commitment to delivering value that enriches people’s lives.