Section of the Patagonia Activism website

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They can be part of the essential shift from profit maximization to value creation.

As Field confirms, “the great thing about brand purpose” is that when done well, it introduces new dimensions to a category so that a brand can differentiate itself in ways it couldn’t before.

A well-designed and executed brand purpose brings a number oman phone number list of benefits that encourage, rather than distract from, profitability:

A more focused strategy with clear priorities. A clear purpose provides guidelines on what a company should and should not do.
Ability to attract and retain staff, and keep them motivated. The desire for more meaningful work (think 'The Great Resignation') will continue to grow, particularly among millennials. In the war for talent, purpose can be a powerful weapon
The ability to attract the best partners.

Finally, we have brands that quietly operate with a purpose while choosing not to explicitly position themselves in it through their marketing.

For two decades, Pret a Manger has quietly provided jobs for homeless people and opened shelters for rough sleepers, and has removed unsold sandwiches from its shelves and, rather than discounting or throwing them away, distributed them to shelters and food banks.