New Opportunities for Unique Storytelling in the Era of Post-Purpose Branding

In the realm of brand building, higher purpose marketing around environmental  and social causes reigned supreme for years.  The WHY behind a brand was paramount, forging a connection between brands and consumers on a higher level. Yet, the era of euphoria gave way to disillusionment.  

Consumers and brands are pushing back against the superficial allure of green- and pink-washing, yearning instead for deep emotional connections amidst a backdrop  of polycrises and emotional fatigue.  Gone are the days of asking, “What’s your brand’s shared purpose?” The new query on everyone’s lips is, “How does your brand enchant me with its own story?”  

The era of post-purpose brand-building offers ambitious brands the opportunity to stand out with brand fiction – the unique story that lends weight to every great brand, infusing ordinary consumption with emotional significance. The classic mood board is filled with examples from Disney’s Magic to Ralph Lauren‘s aristocratic East Coast dream of the Great Gatsby.  

Looking ahead, we also envision more edgy tones to drive cultural awareness and amplification, such as in Yorgos Lanthimos’ “Poor Things” or the eerie allure of “Sadako Taxi”. Anything feels appropriate as long as it helps people to process complex emotions and stays true to the brand.  

What do you think of the new talk about the post-purpose era?  Will purpose remain an important part of the brand playbook – but in a more instrumental role? Which brand has the strongest unique  story to tell nowadays? Get in touch with us and let’s discuss together!