Authenticity is the new brand purpose
With Gen Z entering the buyers market, purpose is table stakes and authenticity is key
If you don’t have a brand purpose by now, you’re behind. Far behind.
Brands have had 10+ years to identify the importance of having a purpose and act accordingly, and honestly, the world has moved on. Brand purpose is now table stakes.
Let’s back up. What is a brand purpose? Simply put it is the reason why a company exists beyond simply making money. A brand purpose is usually articulated in a single sentence and supported with charitable initiatives and/or powerful messaging that is meant to prove to the world that the organization genuinely wants to make a positive impact - whether that be on its customers, the environment, etc.
One of the trailblazers of brand purpose was Dove with the launch of its initiative, Dove Campaign for Real Beauty.
The purpose of the Campaign for Real Beauty was to build confidence in women and children. This initiative was supported by several powerful videos and ads.
Since the launch of this campaign, many brands have followed suit, searching for a meaningful mission that they could credibly own and would resonate with stakeholders. The company would then spend several thousands, if not, millions of dollars to ensure that everyone knew the good that it had done. Every investor presentation or annual report would begin with a mention of this purpose and a reminder of what an incredible impact they have had on the world.
I’m being a little facetious, but even I have to admit, at the time it was moving to watch these big brands stand for something more. Purpose was something Millennials demanded as the generation became spenders in the market, but now, the game has changed. Gen Z is now entering the field, and for them, purpose is table stakes -- they’re demanding authenticity.
You can see this in the brands and influencers they love. With over 10M followers JoJo Siwa is adored by her followers because of her glittery style and big personality. But most importantly, she is always being unapologetically herself
Known for her big bows and even bigger personality, Siwa is a Gen Z icon
“This is my life. There is no other secret. There is no other person. I literally am JoJo. I wear the bright clothes every day. I wear the sparkly hair bows. I wear the high-top shoes. I sing the fun music. I talk really loud. I talk fast, and I talk a lot. This is who I am.’”
And it’s not just the people/influencers they admire, it’s also the brands they buy from.
If you have a teenager, you might be familiar with Starface Hydro-Stars. A spot treatment that is effective, adorable, and insta-worthy. Who knew that showing off your acne on social media would be considered cool? Rather than hide imperfections, Gen Z embraces it.
It’s fun to watch companies be authentic and to celebrate the imperfections of their customers rather than hide them. But it can also be intimidating for many. We’re very comfortable in a world that insists acne must be covered, stomachs must be sucked in, and personality must be limited. We were always told off stretch marks, scars, and fat rolls were not an option, but we now have a generation not only asking for it, but encouraging us to embrace it.
So how can a company be perceived as authentic? Every authentic brand is based off of a purpose, so if you’ve invested in developing a brand purpose, you’re halfway there. But now it’s time to get bold. And for many traditional incumbents, this means being uncomfortable
The best way to understand how the two are linked, is by understanding how they are different:
Let’s take a look at an example: CHNGE and Everlane. Two brands in the fashion industry with similar missions:
Transparency
Sustainability
Ethical practices
But CHNGE is authentic and Everlane is purpose driven. And despite the two brands having a similar mission in writing, the difference between the two is stark.
Do you see the difference between a brand that lives and breathes its purpose vs. one that uses its purpose to attract customers? The difference is palpable in every touchpoint - from the website, to social media.
So how can you use your brand purpose to become an authentic brand?
Identify ways your purpose can become the forefront of every touchpoint
Patagonia has always brought its mission to life, internally and externally. It offers a recycling program for customers, a famous employee culture, and have progressive environmental goals. It has even run campaigns asking buyers to not purchase Patagonia products that it doesn’t need.
Ensure your images and language align with your purpose
In addition to believing that everyone should have comfortable underwear, MeUndies also believes that people “should feel free to be the truest version of themselves—despite what societal “norms” dictate.” This purpose is prevalent not just in look/feel of its products, but in the photos the models it use on social media.
Make sure your purpose plays a role in places consumers won’t necessarily see, such as the internal practices
Gravity Payments CEO, Dan Price was once ridiculed for cutting his own salary to ensure all employees were paid at least $70,000. When profits soared, criticism turned into praise.
Be accountable and don’t be afraid to admit when you’re wrong
I wouldn’t call Peloton an authentic brand, but when customer’s failed to receive their bikes after months of backorder, Peloton did what it had to do by investing $100M into the supply chain and flying bikes to customers. For every bike flown, Peloton lost revenue, but will improve its members’ experience.
Be bold and have fun with it- you’ll never be remembered if you’re boring
Traditional branding will never get you noticed, which is something Ugly took to heart. “Channeling the unconventional spirit of the founders and the no-nonsense approach of the product, we created an irreverent brand that doesn’t hide behind marketing hype—delivering what we call ‘The Ugly Truth.’” This bold messaging is bound to catch eyes and perhaps even a laugh or two
An authentic brand needs to be perceived as being real, and in order to accomplish that, there needs to be tangible actions that are consistent throughout the entire brand experience.
However, infusing a brand purpose into every touchpoint in a tangible, impactful way can be uncomfortable and even risky. But with Gen Z only growing in purchasing power, there is no better time to be bold, especially since many incumbents have yet to start. Take risks, get creative, and be genuine.
Gen Z will notice.