Unilever’s brand purpose is best summarised by its sustainable living plan, which the company describes as a commitment to “reduce its [environmental] footprint to future-proof its supply base, reduce costs and provide direct benefits to consumers to help improve their health and well-being”.

 

On April 2019, Apple announced a major expansion of its recycling programs, quadrupling the number of locations US customers can send their iPhone to be disassembled by Daisy, its recycling robot.

 

For some young brands, recycled plastic (sustainability) is central to their brand story. Rothy’s, a shoe brand that went into development in 2012 and launched four years later, sells flats, loafers, and sneakers made from old water bottles. Girlfriend Collective introduced its line of colorful, minimalist activewear, also made from plastic bottles, in 2016; it’s since been picked up by Reformation, the foremost “cool girl” brand for millennials.

 

 

To start with a purpose, a good starting point is looking at your brand’s original mission and what it already does well. This presents a strong, authentic foundation from which a purpose can emanate organically. 

When PURPOSE is clear is becomes easier to engage customers and prospects — it’s about telling—and retelling. "Repeated articulation of purpose helps customers understand an alignment of values, and solidifies a brand narrative in which customers can see themselves." For example, Electronics company Philips, has established an ambitious target to improve three billion lives a year by 2025. It has also set KPIs to measure its progress towards achieving it. The brand's messaging and design focuses on telling and re-telling of this overarching purpose.